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.
Biraghi, S., Gambetti, R. C., Cova, B., The spark of life: How Brand Hijack electrified brand revitalization, Abstract de <<Association for Consumer Research Annual Conference (ACR 2024)>>, (Parigi, 26-September 29-October 2024 ), Association for Consumer Research, Parigi 2024: N/A-N/A [https://hdl.handle.net/10807/297004]
The spark of life: How Brand Hijack electrified brand revitalization
Biraghi, Silvia
;Gambetti, Rossella Chiara;Cova, Bernard
2024
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.
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