The Theatre of Experience: Brand-Consumer Dynamics in Multimedium Environments

Brands are increasingly undertaking extraordinary experiences to garner consumer attention and situate themselves in social and cultural life in ways that deeply resonate with consumers. We discuss consumption dynamics of brand performances, concentrating on how performances unify and fragment audiences, inspire counterperformances and play out over an extended duration.


Kimberley Preiksaitis and Alex Mitchell (2020) ,"The Theatre of Experience: Brand-Consumer Dynamics in Multimedium Environments", 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: 592-595.


Kimberley Preiksaitis, Siena College
Alex Mitchell, California State Polytechnic University, Pomona, USA


NA - Advances in Consumer Research Volume 48 | 2020

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