01667nam a22002657a 4500003000400000005001700004008004100021020001400062040001700076041001200093100002900105245011000134260003900244362007900283520063900362653001601001653002501017653002101042700002801063700002601091856009301117942000801210952016801218999001501386OSt20251103144905.0250910b        |||||||| |||| 00| 0 eng d  a0148-2963  aEnglishctbs  aEnglish  aEwing, Michael T.926394  aBrand death: A developmental model of senescencec/ Michael T. Ewing , Colin P. Jevons , Elias L. Khalil   bJournal of Business Researchc2009  aJournal of Business Research Volume 62, Issue 3, March 2009, Pages 332-338  aDrawing 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.  aBrand death  aConstitutive utility  aSymbolic utility  aJevons, Colin P.926395  aKhalili, Nader926333  uhttps://www-sciencedirect-com.hub.tbs-education.fr/science/article/pii/S0148296308001501  2lcc  00102lcc4070aTBSbTBSd2025-11-03l0r2025-11-03uhttps://www-sciencedirect-com.hub.tbs-education.fr/science/article/pii/S0148296308001501w2025-11-03yARTICLE  c5130d5130