Keywords: Brand play
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Journal Articles

“Brand play” versus “Brand attack”: the subversion of brand meaning in non-collaborative co-creation by professional artists and consumer activists

Samuel Kristal, Carsten Baumgarth, Jörg Henseler
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2018) 27 (3): 334–347.
https://doi.org/10.1108/JPBM-01-2017-1405
Published: 14 May 2018
... co-creation that takes the form of either “brand play” or “brand attack” and is executed either by established artists or mainstream consumers. Design/methodology/approach A 2 × 2 between-subjects experiment (brand play versus brand attack; consumer versus artist) measured observers’ perception...
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