Hey Google: How Smart Brands Modulate Consumer Worlds

This paper examines how branded technologies modulate consumption practices in the home by conceptualizing and unpacking the concept of smart brands. Focusing on Amazon Alexa, we illustrate how this popular smart brand disrupts existing consumption practices and (re)skills networked consumers and their families to new branded consumption constellations.



Citation:

Nicholas Pendarvis, Ela Veresiu, Ashlee Humphreys, and Marius K. Luedicke (2020) ,"Hey Google: How Smart Brands Modulate Consumer Worlds", 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: 918-924.

Authors

Nicholas Pendarvis, California State University Los Angeles, USA
Ela Veresiu, York University, Canada
Ashlee Humphreys, Northwestern University - Medill, USA
Marius K. Luedicke, City University of London, UK



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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