License to Assemble : Theorizing Brand Longevity. / Preece, Chloe; Kerrigan, Finola; O'Reilly, Daragh.

In: Journal of Consumer Research, 19.12.2018.

Research output: Contribution to journalArticle

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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.
Original languageEnglish
Number of pages68
JournalJournal of Consumer Research
DOIs
StatePublished - 19 Dec 2018
This open access research output is licenced under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

ID: 31478492