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.


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.


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


NA - Advances in Consumer Research Volume 48 | 2020

Share Proceeding

Featured papers

See More


Brands as Complex Social Processes

Andrea Hemetsberger, University of Innsbruck, Austria
Hans Mühlbacher, International University of Monaco
Eric J Arnould, Aalto University, Finland

Read More


Nostalgiacising: A Performative Theory of Nostalgic Consumption

Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK

Read More


P6. Marginal Cost Consideration

Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.