Urban Art and Brands: Analyzing From Different Perspectives

In-depth interviews were conducted with urban artists, brand managers, and consumers, to identify the value of street art advertisement. The findings are that it is a brand experience that generates affective and functional value to the consumer, as well the brand benefits with social identity and dissemination in social media.



Citation:

DIANA M. CARDENAS, Raquel Castaño, Claudia Quintanilla, and Edgardo Ayala (2020) ,"Urban Art and Brands: Analyzing From Different Perspectives", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 256-261.

Authors

DIANA M. CARDENAS, Tecnológico de Monterrey, MEXICO
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Claudia Quintanilla, Tecnológico de Monterrey, MEXICO
Edgardo Ayala, Tecnológico de Monterrey, MEXICO



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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