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    CONSUMER CORRUPTION OF BRAND MEANING: A MULTI-METHOD EXPLORATION OF BRAND APPROPRIATION

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    Genre
    Thesis/Dissertation
    Date
    2016
    Author
    Graham, Johnny Langston
    Advisor
    Mudambi, Susan
    Committee member
    Morrin, Maureen
    Ruth, Julie
    Venkatraman, Vinod
    Department
    Business Administration/Marketing
    Subject
    Marketing
    Branding
    Co-creation
    Marketing
    Subcultures
    Permanent link to this record
    http://hdl.handle.net/20.500.12613/2947
    
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    DOI
    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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