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

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Advances in Culture, Tourism and Hospitality Research

ISSN: 1871-3173
Series editor(s): Professor Arch Woodside

Subject Area: Tourism and Hospitality

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Document Information:
Title:	Consumer-generated advertisements: Examining and creating executions for Starbucks and Chipotle commercials
Author(s):	Aimée C. Kaandorp
Volume:	4 Editor(s): Arch G. Woodside ISBN: 978-1-84950-900-8 eISBN: 978-1-84950-901-5
Citation:	Aimée C. Kaandorp (2010), Consumer-generated advertisements: Examining and creating executions for Starbucks and Chipotle commercials, in Arch G. Woodside (ed.) Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites (Advances in Culture, Tourism and Hospitality Research, Volume 4), Emerald Group Publishing Limited, pp.139-147
DOI:	10.1108/S1871-3173(2010)0000004011 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Article type:	Chapter Item
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.