Preece, C., Kerrigan, F. and O'Reilly, D.T. orcid.org/0000-0001-9028-7743 (2019) License to assemble : theorizing brand longevity. Journal of Consumer Research, 46 (2). pp. 330-350. ISSN 0093-5301
Abstract
This study delineates the process of brand longevity: the achievement of social salience and ongoing consumer engagement over a sustained period. Our study contributes to branding theory by proposing a multi-level approach to understanding brand longevity through application of an assemblage perspective to answer the question: how do serial brands attain longevity within evolving socio-cultural contexts? By applying assemblage theory, we scrutinize the enduring success of a serial media brand over the past 55 years. To address this question, a wide range of archival brand-related data were collected and analyzed, including: analysis of films, books, marketing materials, press commentaries, and reviews, as well as broader contextual data regarding the socio-cultural contexts within which the brand assemblage has developed. Our findings empirically support the study of brand longevity in and of itself, and conceptualize brand longevity as relying on an evolutionary approach to assembling the brand, which looks outwards from the brand in order to consider the potential of brand elements to prevail in contemporary contexts and to ensure both continuity and change.
Metadata
Item Type: | Article |
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Authors/Creators: |
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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 (http://creativecommons.org/licenses/by-nc/4.0/), 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 journals.permissions@oup.com |
Keywords: | Brand longevity; assemblage theory; culture; James Bond; serial brands; ethnographic content analysis |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
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: | 10.1093/jcr/ucy076 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:139564 |