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.
Citation:
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.
Authors
Meredith Rhoads Thomas, Florida State University, USA
Alex Mitchell, California State Polytechnic University, Pomona, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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