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CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION
Graham, Johnny Langston
Graham, Johnny Langston
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Thesis/Dissertation
Date
2016
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Business Administration/Marketing
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http://dx.doi.org/10.34944/dspace/2929
Abstract
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.
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