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Consumer corruption of brand meaning...

ProQuest Information and Learning Co.

Consumer corruption of brand meaning : = A multi-method exploration of brand appropriation.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Consumer corruption of brand meaning :/
其他題名:	A multi-method exploration of brand appropriation.
作者:	Graham, Johnny L.
面頁冊數:	1 online resource (139 pages)
附註:	Source: Dissertation Abstracts International, Volume: 78-05(E), Section: A.
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9781369483413

Consumer corruption of brand meaning : = A multi-method exploration of brand appropriation.
Graham, Johnny L.

Consumer corruption of brand meaning :A multi-method exploration of brand appropriation. - 1 online resource (139 pages)

Source: Dissertation Abstracts International, Volume: 78-05(E), Section: A.

Thesis (Ph.D.)--Temple University, 2016.

Includes bibliographical references

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.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9781369483413Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

Consumer corruption of brand meaning : = A multi-method exploration of brand appropriation.
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100 1 $a Graham, Johnny L. $3 1188795
245 1 0 $a Consumer corruption of brand meaning : $b A multi-method exploration of brand appropriation.
264 0 $c 2016
300 $a 1 online resource (139 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
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500 $a Source: Dissertation Abstracts International, Volume: 78-05(E), Section: A.
500 $a Adviser: Susan Mudambi.
502 $a Thesis (Ph.D.)--Temple University, 2016.
504 $a Includes bibliographical references
520 $a 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.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
690 $a 0338
710 2 $a ProQuest Information and Learning Co. $3 1178819
710 2 $a Temple University. $b Business Administration/Marketing. $3 1180685
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10248049 $z click for full text (PQDT)

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