Consumer-generated advertisements: Examining and creating executions for Starbucks and Chipotle commercials

Abstract

Consumer-generated advertisements are advertisements made by consumers for brands they love and hate. This study considers why consumers create their own brand commercials and how to classify the types of commercials they make. The chapter also discusses the attitude of companies toward consumer-generated advertisements and the effect of companies’ attitudes on the commercials. The study compares two different brands with a different attitude toward consumer-generated advertisements – Starbucks and Chipotle. An active and positive attitude of the company toward consumer-generated advertisements results in more positive advertisements.

Citation

Kaandorp, A.C. (2010), "Consumer-generated advertisements: Examining and creating executions for Starbucks and Chipotle commercials", Woodside, A.G. (Ed.) Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites (Advances in Culture, Tourism and Hospitality Research, Vol. 4), Emerald Group Publishing Limited, Leeds, pp. 139-147. https://doi.org/10.1108/S1871-3173(2010)0000004011