High heels
In: Consumption, markets and culture, Band 19, Heft 6, S. 511-519
ISSN: 1477-223X
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In: Consumption, markets and culture, Band 19, Heft 6, S. 511-519
ISSN: 1477-223X
In: Journal of consumer research: JCR ; an interdisciplinary journal, Band 41, Heft 5, S. 1228-1251
ISSN: 1537-5277
Much prior work illuminates how fans of a brand can contribute to the value enjoyed by other members of its audience, but little is known about any processes by which fans contribute to the dissipation of that audience. Using longitudinal data on America's Next Top Model, a serial brand, and conceptualizing brands as assemblages of heterogeneous components, this article examines how fans can contribute to the destabilization of a brand's identity and fuel the dissipation of audiences of which they have been members. This work suggests that explanations focusing on satiation, psychology, or semiotics are inadequate to account for dissipation in the audience for serial brands. Moreover, the perspective advanced here highlights how fans can create doppelgänger brand images and contribute to the co-destruction of serial brands they have avidly followed.
In: Consumption, markets and culture, Band 14, Heft 1, S. 7-27
ISSN: 1477-223X
In: International journal of cultural policy: CP, Band 11, Heft 2, S. 215-228
ISSN: 1477-2833
In: Consumption, markets and culture, Band 13, Heft 1, S. 91-107
ISSN: 1477-223X
In: Consumption, markets and culture, Band 15, Heft 4, S. 333-357
ISSN: 1477-223X