The Branded Carnival: The Dark Side of Marketer-Facilitated Events

Abstract

Brand fests are opportunities for marketers to co-create experiences with consumers. However, consumers fully participate in marketer-facilitated events but desire bespoke approaches to consumption also. This paper details the... [ view full abstract ]

Authors

  1. Stephen R. O'Sullivan (University College Cork)
  2. Brendan Richardson (University College Cork)

Topic Area

Consumer Culture Theory Track: Click here for the Consumer Culture Theory track

Session

PT3-CCT3 » Consumer Culture Theory (13:30 - Thursday, 9th July)

Paper

BrandedCarnival_AM2015.pdf

Presentation Files

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