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. / Business Administration/Marketing
| Identifer | oai:union.ndltd.org:TEMPLE/oai:scholarshare.temple.edu:20.500.12613/2947 |
| Date | January 2016 |
| Creators | Graham, Johnny Langston |
| Contributors | Mudambi, Susan, Morrin, Maureen, Ruth, Julie, Venkatraman, Vinod |
| Publisher | Temple University. Libraries |
| Source Sets | Temple University |
| Language | English |
| Detected Language | English |
| Type | Thesis/Dissertation, Text |
| Format | 139 pages |
| Rights | IN COPYRIGHT- This Rights Statement can be used for an Item that is in copyright. Using this statement implies that the organization making this Item available has determined that the Item is in copyright and either is the rights-holder, has obtained permission from the rights-holder(s) to make their Work(s) available, or makes the Item available under an exception or limitation to copyright (including Fair Use) that entitles it to make the Item available., http://rightsstatements.org/vocab/InC/1.0/ |
| Relation | http://dx.doi.org/10.34944/dspace/2929, Theses and Dissertations |
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