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.
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.
Rossella Gambetti, Università Cattolica del Sacro Cuore
silvia biraghi, Università Cattolica del Sacro Cuore
Robert Kozinets, University of Southern California
NA - Advances in Consumer Research Volume 49 | 2021
N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits
Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore
Contested and Confused: The Influence of Social Others in Disrupting Body Projects
Aphrodite Vlahos, University of Melbourne, Australia
Marcus Phipps, University of Melbourne, Australia
A Conceptual Framework of Violation of Trust and Negative Emotional Responses during Brand Transgressions
Karthik Selvanayagam, Indian Institute of Technology, Madras
Varisha Rehman, Indian Institute of Technology, Madras