Branding beyond product: the strange case of anti-surveillance camouflage

Rossella Chiara Gambetti; Silvia Biraghi; R. V. Kozinets

Branding beyond product: the strange case of anti-surveillance camouflage

Rossella Chiara Gambetti, Silvia Biraghi, R. V. Kozinets

Risultato della ricerca: Contributo in libro › Contributo a convegno

Abstract

Tobacco marketers have long promoted smoking as desirable. In this netnographic study, we adopt the lenses of a contemporary form of consumer resistance termed “anti-surveillance camouflage” to uncover how tobacco companies have evolved social media branding practices to target consumers to circumvent restrictive laws, bans, and surveillance.

Lingua originale	English
Titolo della pubblicazione ospite	Annual Conference of the Association of Consumer Research
Pagine	1-12
Numero di pagine	12
Stato di pubblicazione	Pubblicato - 2021
Evento	Annual Conference of the ACR (Association of Consumer Research) - Seattle (USA) Durata: 28 ott 2021 → 31 ott 2021

Convegno

Convegno	Annual Conference of the ACR (Association of Consumer Research)
Città	Seattle (USA)
Periodo	28/10/21 → 31/10/21

Keywords

camouflage
surveillance
tobacco branding

Altri file e collegamenti

Link a IRIS PubliCatt

Cita questo

@inproceedings{e9eda337a44341febe7ff61d279c6996,

title = "Branding beyond product: the strange case of anti-surveillance camouflage",

abstract = "Tobacco marketers have long promoted smoking as desirable. In this netnographic study, we adopt the lenses of a contemporary form of consumer resistance termed “anti-surveillance camouflage” to uncover how tobacco companies have evolved social media branding practices to target consumers to circumvent restrictive laws, bans, and surveillance.",

keywords = "camouflage, surveillance, tobacco branding, camouflage, surveillance, tobacco branding",

author = "Gambetti, {Rossella Chiara} and Silvia Biraghi and Kozinets, {R. V.}",

year = "2021",

language = "English",

pages = "1--12",

booktitle = "Annual Conference of the Association of Consumer Research",

note = "Annual Conference of the ACR (Association of Consumer Research) ; Conference date: 28-10-2021 Through 31-10-2021",

}

TY - GEN

T1 - Branding beyond product: the strange case of anti-surveillance camouflage

AU - Gambetti, Rossella Chiara

AU - Biraghi, Silvia

AU - Kozinets, R. V.

PY - 2021

Y1 - 2021

N2 - Tobacco marketers have long promoted smoking as desirable. In this netnographic study, we adopt the lenses of a contemporary form of consumer resistance termed “anti-surveillance camouflage” to uncover how tobacco companies have evolved social media branding practices to target consumers to circumvent restrictive laws, bans, and surveillance.

AB - Tobacco marketers have long promoted smoking as desirable. In this netnographic study, we adopt the lenses of a contemporary form of consumer resistance termed “anti-surveillance camouflage” to uncover how tobacco companies have evolved social media branding practices to target consumers to circumvent restrictive laws, bans, and surveillance.

KW - camouflage

KW - surveillance

KW - tobacco branding

KW - camouflage

KW - surveillance

KW - tobacco branding

UR - http://hdl.handle.net/10807/190633

M3 - Conference contribution

SP - 1

EP - 12

BT - Annual Conference of the Association of Consumer Research

T2 - Annual Conference of the ACR (Association of Consumer Research)

Y2 - 28 October 2021 through 31 October 2021

ER -

Branding beyond product: the strange case of anti-surveillance camouflage

Abstract

Convegno

Keywords

Altri file e collegamenti

Fingerprint

Cita questo