01487nam a22002537a 4500 OSt 20251103144905.0 250910b |||||||| |||| 00| 0 eng d 0148-2963 English tbs English Ewing, Michael T. 26394 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. Brand death Constitutive utility Symbolic utility Jevons, Colin P. 26395 Khalili, Nader 26333 https://www-sciencedirect-com.hub.tbs-education.fr/science/article/pii/S0148296308001501 lcc 0 0 lcc 0 0 TBS TBS 2025-11-03 0 2025-11-03 https://www-sciencedirect-com.hub.tbs-education.fr/science/article/pii/S0148296308001501 2025-11-03 ARTICLE 5130 5130