License to assemble: Theorizing brand longevity

Preece, C., Kerrigan, F. and O'Reilly, D.T. (Accepted: 2018) License to assemble: Theorizing brand longevity. Journal of Consumer Research. ISSN 0093-5301 (In Press)



Copyright, Publisher and Additional Information: © 2018 Oxford University Press.
Keywords: Brand longevity; assemblage theory; culture; James Bond; serial brands; ethnographic content analysis
  • Accepted: 22 October 2018
Institution: The University of Sheffield
Academic Units: The University of Sheffield > Faculty of Social Sciences (Sheffield) > Sheffield University Management School
Depositing User: Symplectic Sheffield
Date Deposited: 04 Dec 2018 15:16
Last Modified: 05 Dec 2018 11:04
Status: In Press
Publisher: Oxford University Press
Refereed: Yes


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