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CONSUMER CORRUPTION OF BRAND MEANING

其他書名	A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION
出版	Temple University Libraries, 2016
URL	http://books.google.com.hk/books?id=sw3JzgEACAAJ&hl=&source=gbs_api

註釋This dissertation centers on the study of brand appropriation, the altering of brand meaning by non-target market consumers who belong to a subculture. Although oftentimes referenced within the social sciences, appropriation is a scantily explored construct within the context of marketing, and specifically branding. Using a multi-method approach, this research establishes a conceptual framework for brand appropriation, develops an in-depth understanding of why and how it occurs, and examines its effect on consumers and their relationships with brands. Overall, this work builds a theoretical foundation for this phenomenon, contributing to literature involving the role of brands within subcultures, the process and effects of non-target market adoption, and gives consideration to uninvited co-creation behavior. Furthermore these studies gives insight for firms which encounter this unexpected consumption behavior, providing understanding that can help inform strategic response.