Branding Beyond Product: the Strange Case of Anti-Surveillance Camouflage
Tobacco marketers have long promoted smoking as thrilling and desirable. This study uses “anti-surveillance camouflage” theory to uncover how tobacco companies have evolved social media and event marketing branding practices that target consumers in a way that circumvents restrictive international regulations.
Citation:
Rossella Gambetti, silvia biraghi, and Robert Kozinets (2021) ,"Branding Beyond Product: the Strange Case of Anti-Surveillance Camouflage", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 203-204.
Authors
Rossella Gambetti, Università Cattolica del Sacro Cuore
silvia biraghi, Università Cattolica del Sacro Cuore
Robert Kozinets, University of Southern California
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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