Co-Creating Neighborhood Brands
This study explores how neighborhood brands are co-created over time through the use of mythic storytelling by a diverse array of stakeholders. Our findings illustrate how these cultural brands are co-created as marketers gradually transfer control of the brand to consumers, and how physical space influences mythic storytelling.
Meredith Rhoads Thomas and Alex Mitchell (2019) ,"Co-Creating Neighborhood Brands", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 297-303.
Meredith Rhoads Thomas, Florida State University, USA
Alex Mitchell, California State Polytechnic University, Pomona, USA
NA - Advances in Consumer Research Volume 47 | 2019
R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence
Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA
Testing Theories of Goal Progress within Online Learning
Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA
I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?
Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg