Purpose Consumers are known to repurpose products for uses other than those they were originally intended for; this paper aims to focus on an environmentally conscious form of creative consumption known as upcycling. Design/methodology/approach This conceptual paper presents and defines the...

Purpose Sometimes consumers express their enthusiasm for a brand by creating brand extensions, products or services in new categories that are closely affiliated with the “parent” brand. This paper aims to examine the positive or negative impact that consumer-generated brand extensions...