The spark of life: How Brand Hijack electrified brand revitalization

Silvia Biraghi; Rossella Chiara Gambetti; Bernard Cova

The spark of life: How Brand Hijack electrified brand revitalization

Silvia Biraghi^*
, Rossella Chiara Gambetti
, Bernard Cova

^*Autore corrispondente per questo lavoro

Risultato della ricerca: Contributo in libro › Contributo a conferenza

Abstract

We explore how brand hijack can electrify brand revitalization. Our longitudinal netnographic study unpacks how FantaSanremo, a fan-made game, has swiftly shaken the dust out of the brand Festival di Sanremo, Italy’s premier singing event that has been fighting against a major decline.

Lingua originale	Inglese
Titolo della pubblicazione ospite	Association for Consumer Research Annual Conference Proceedings
Pagine	N/A
Stato di pubblicazione	Pubblicato - 2024
Evento	Association for Consumer Research Annual Conference (ACR 2024) - Parigi Durata: 26 set 2024 → 29 ott 2024

Convegno

Convegno	Association for Consumer Research Annual Conference (ACR 2024)
Città	Parigi
Periodo	26/9/24 → 29/10/24

Keywords

netnography
brand hijack
brand revitalization
Fantasanremo

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@inproceedings{52fa542535614ec78642176a05c3aa08,

title = "The spark of life: How Brand Hijack electrified brand revitalization",

abstract = "We explore how brand hijack can electrify brand revitalization. Our longitudinal netnographic study unpacks how FantaSanremo, a fan-made game, has swiftly shaken the dust out of the brand Festival di Sanremo, Italy{\textquoteright}s premier singing event that has been fighting against a major decline.",

keywords = "netnography, brand hijack, brand revitalization, Fantasanremo, netnography, brand hijack, brand revitalization, Fantasanremo",

author = "Silvia Biraghi and Gambetti, \{Rossella Chiara\} and Bernard Cova",

year = "2024",

language = "English",

pages = "N/A",

booktitle = "Association for Consumer Research Annual Conference Proceedings",

note = "Association for Consumer Research Annual Conference (ACR 2024) ; Conference date: 26-09-2024 Through 29-10-2024",

}

TY - GEN

T1 - The spark of life: How Brand Hijack electrified brand revitalization

AU - Biraghi, Silvia

AU - Gambetti, Rossella Chiara

AU - Cova, Bernard

PY - 2024

Y1 - 2024

N2 - We explore how brand hijack can electrify brand revitalization. Our longitudinal netnographic study unpacks how FantaSanremo, a fan-made game, has swiftly shaken the dust out of the brand Festival di Sanremo, Italy’s premier singing event that has been fighting against a major decline.

AB - We explore how brand hijack can electrify brand revitalization. Our longitudinal netnographic study unpacks how FantaSanremo, a fan-made game, has swiftly shaken the dust out of the brand Festival di Sanremo, Italy’s premier singing event that has been fighting against a major decline.

KW - netnography

KW - brand hijack

KW - brand revitalization

KW - Fantasanremo

KW - netnography

KW - brand hijack

KW - brand revitalization

KW - Fantasanremo

UR - http://hdl.handle.net/10807/297004

M3 - Conference contribution

SP - N/A

BT - Association for Consumer Research Annual Conference Proceedings

T2 - Association for Consumer Research Annual Conference (ACR 2024)

Y2 - 26 September 2024 through 29 October 2024

ER -

The spark of life: How Brand Hijack electrified brand revitalization

Abstract

Convegno

Keywords

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