TY  - BOOK
AU  - Ewing, Michael T.
AU  - Jevons, Colin P.
AU  - Khalili, Nader
TI  - Brand death: A developmental model of senescence
SN  - 0148-2963
PY  - 2009///
PB  - Journal of Business Research
KW  - Brand death
KW  - Constitutive utility
KW  - Symbolic utility
N2  - 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
UR  - https://www-sciencedirect-com.hub.tbs-education.fr/science/article/pii/S0148296308001501
ER  -