Royalty : marketplace icons. / Otnes, Cele; Maclaran, Pauline.

In: Consumption, Markets and Culture, Vol. 21, No. 1, 2018, p. 65-75.

Research output: Contribution to journalArticle

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Royalty : marketplace icons. / Otnes, Cele; Maclaran, Pauline.

In: Consumption, Markets and Culture, Vol. 21, No. 1, 2018, p. 65-75.

Research output: Contribution to journalArticle

Harvard

Otnes, C & Maclaran, P 2018, 'Royalty: marketplace icons', Consumption, Markets and Culture, vol. 21, no. 1, pp. 65-75. https://doi.org/10.1080/10253866.2016.1220371

APA

Otnes, C., & Maclaran, P. (2018). Royalty: marketplace icons. Consumption, Markets and Culture, 21(1), 65-75. https://doi.org/10.1080/10253866.2016.1220371

Vancouver

Otnes C, Maclaran P. Royalty: marketplace icons. Consumption, Markets and Culture. 2018;21(1):65-75. https://doi.org/10.1080/10253866.2016.1220371

Author

Otnes, Cele ; Maclaran, Pauline. / Royalty : marketplace icons. In: Consumption, Markets and Culture. 2018 ; Vol. 21, No. 1. pp. 65-75.

BibTeX

@article{47f0be21af8b417bbc6313d4ca4fd34e,
title = "Royalty: marketplace icons",
abstract = "The term “royalty” connotes people who either occupy the role of monarchs in society, or who are related to these figures by blood or marriage. Although many royal houses around the world occupy a symbolic/ceremonial rather than a political role, royalty and the “human brands” royal families contain remain important sources of aspirational and conspicuous consumption. In this essay, we focus on how the British Royal Family Brand (BRFB; Otnes, Cele C. and Pauline Maclaran. 2015. Royal Fever: The British Monarchy in Consumer Culture. Berkeley: University of California Press.) has remained the most visible and impactful royal variant in the world, even as its economic and political influence, and that of Britain, has waned. We discuss the influence of the BRFB in fueling consumption practices pertaining to commemorative purchasing and collecting, heritage management, perpetuating mass and social media narratives, supporting and perpetuating brands, and spawning and maintaining touristic trends. We observe that successful royal influence is due in part to the ability to leverage key universal narratives (e.g. the triumph of the underdog) and to tap into consumers{\textquoteright} desires to vicariously or actively engage with lifestyles typically accessible only to people who occupy the highest social stratum in their respective cultures. We discuss the implications of royalty on consumer culture, and suggest areas of future research.",
author = "Cele Otnes and Pauline Maclaran",
year = "2018",
doi = "10.1080/10253866.2016.1220371",
language = "English",
volume = "21",
pages = "65--75",
journal = "Consumption, Markets and Culture",
issn = "1025-3866",
publisher = "Routledge",
number = "1",

}

RIS

TY - JOUR

T1 - Royalty

T2 - marketplace icons

AU - Otnes, Cele

AU - Maclaran, Pauline

PY - 2018

Y1 - 2018

N2 - The term “royalty” connotes people who either occupy the role of monarchs in society, or who are related to these figures by blood or marriage. Although many royal houses around the world occupy a symbolic/ceremonial rather than a political role, royalty and the “human brands” royal families contain remain important sources of aspirational and conspicuous consumption. In this essay, we focus on how the British Royal Family Brand (BRFB; Otnes, Cele C. and Pauline Maclaran. 2015. Royal Fever: The British Monarchy in Consumer Culture. Berkeley: University of California Press.) has remained the most visible and impactful royal variant in the world, even as its economic and political influence, and that of Britain, has waned. We discuss the influence of the BRFB in fueling consumption practices pertaining to commemorative purchasing and collecting, heritage management, perpetuating mass and social media narratives, supporting and perpetuating brands, and spawning and maintaining touristic trends. We observe that successful royal influence is due in part to the ability to leverage key universal narratives (e.g. the triumph of the underdog) and to tap into consumers’ desires to vicariously or actively engage with lifestyles typically accessible only to people who occupy the highest social stratum in their respective cultures. We discuss the implications of royalty on consumer culture, and suggest areas of future research.

AB - The term “royalty” connotes people who either occupy the role of monarchs in society, or who are related to these figures by blood or marriage. Although many royal houses around the world occupy a symbolic/ceremonial rather than a political role, royalty and the “human brands” royal families contain remain important sources of aspirational and conspicuous consumption. In this essay, we focus on how the British Royal Family Brand (BRFB; Otnes, Cele C. and Pauline Maclaran. 2015. Royal Fever: The British Monarchy in Consumer Culture. Berkeley: University of California Press.) has remained the most visible and impactful royal variant in the world, even as its economic and political influence, and that of Britain, has waned. We discuss the influence of the BRFB in fueling consumption practices pertaining to commemorative purchasing and collecting, heritage management, perpetuating mass and social media narratives, supporting and perpetuating brands, and spawning and maintaining touristic trends. We observe that successful royal influence is due in part to the ability to leverage key universal narratives (e.g. the triumph of the underdog) and to tap into consumers’ desires to vicariously or actively engage with lifestyles typically accessible only to people who occupy the highest social stratum in their respective cultures. We discuss the implications of royalty on consumer culture, and suggest areas of future research.

U2 - 10.1080/10253866.2016.1220371

DO - 10.1080/10253866.2016.1220371

M3 - Article

VL - 21

SP - 65

EP - 75

JO - Consumption, Markets and Culture

JF - Consumption, Markets and Culture

SN - 1025-3866

IS - 1

ER -