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


M6. Approaching Negative Experience

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

Read More


F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA

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.