License to assemble : theorizing brand longevity

Preece, C., Kerrigan, F. and O'Reilly, D.T. (2019) License to assemble : theorizing brand longevity. Journal of Consumer Research, 46 (2). pp. 330-350. ISSN 0093-5301



Copyright, Publisher and Additional Information: © The Author(s) 2018. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. This is an Open Access article distributed under the terms of the Creative Commons Attribution Non-Commercial License (, which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited. For commercial re-use, please contact
Keywords: Brand longevity; assemblage theory; culture; James Bond; serial brands; ethnographic content analysis
  • Accepted: 22 October 2018
  • Published (online): 19 December 2018
  • Published: August 2019
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: 09 Dec 2019 15:24
Status: Published
Publisher: Oxford University Press
Refereed: Yes
Identification Number:


Filename: ucy076.pdf

Licence: CC-BY-NC 4.0

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