Brand death: A developmental model of senescence
Ewing, Michael T.
Brand death: A developmental model of senescence / Michael T. Ewing , Colin P. Jevons , Elias L. Khalil - Journal of Business Research 2009 - Journal of Business Research Volume 62, Issue 3, March 2009, Pages 332-338
Drawing on literature underpinning brand management in marketing, product life cycles in economics, fads in sociology and aging in biology, this paper argues that brand demise is inevitable and not necessarily caused by managerial incompetence. Rather, this demise is a natural part of a brand's developmental process, instigated by consumers seeking to satisfy not only their material needs (constitutive utility), but also their self-image (symbolic utility). This paper presents a model of brand senescence to explain this phenomenon and concludes with a discussion of the implications for managerial practice and marketing theory.
0148-2963
Brand death Constitutive utility Symbolic utility
Brand death: A developmental model of senescence / Michael T. Ewing , Colin P. Jevons , Elias L. Khalil - Journal of Business Research 2009 - Journal of Business Research Volume 62, Issue 3, March 2009, Pages 332-338
Drawing on literature underpinning brand management in marketing, product life cycles in economics, fads in sociology and aging in biology, this paper argues that brand demise is inevitable and not necessarily caused by managerial incompetence. Rather, this demise is a natural part of a brand's developmental process, instigated by consumers seeking to satisfy not only their material needs (constitutive utility), but also their self-image (symbolic utility). This paper presents a model of brand senescence to explain this phenomenon and concludes with a discussion of the implications for managerial practice and marketing theory.
0148-2963
Brand death Constitutive utility Symbolic utility
