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License to Assemble: Theorizing Brand Longevity

Author

Listed:
  • Chloe Preece
  • Finola Kerrigan
  • Daragh O’reilly
  • Eileen Fischer
  • J Jeffrey Inman
  • Julie L Ozanne

Abstract

This study delineates the process of brand longevity: the achievement of social salience and ongoing consumer engagement over a sustained period. Our study contributes to branding theory by proposing a multilevel approach to understanding brand longevity through application of an assemblage perspective to answer the question: how do serial brands attain longevity within evolving sociocultural contexts? By applying assemblage theory, we scrutinize the enduring success of a serial media brand over the past 55 years. To address this question, a wide range of archival brand-related data were collected and analyzed, including: analysis of films, books, marketing materials, press commentaries, and reviews, as well as broader contextual data regarding the sociocultural contexts within which the brand assemblage has developed. Our findings empirically support the study of brand longevity in and of itself, and conceptualize brand longevity as relying on an evolutionary approach to assembling the brand, which looks outward from the brand in order to consider the potential of brand elements to prevail in contemporary contexts and to ensure both continuity and change.

Suggested Citation

  • Chloe Preece & Finola Kerrigan & Daragh O’reilly & Eileen Fischer & J Jeffrey Inman & Julie L Ozanne, 2019. "License to Assemble: Theorizing Brand Longevity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(2), pages 330-350.
    • Handle: RePEc:oup:jconrs:v:46:y:2019:i:2:p:330-350.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucy076
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    References listed on IDEAS

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    2. Silvia Biraghi & Rossella Chiara Gambetti & Angela Antonia Beccanulli, 2020. "Achieving cultural relevance in technomediated platforms: instant cultural branding and controversial clicktivism," Italian Journal of Marketing, Springer, vol. 2020(2), pages 163-187, September.
    3. Kevin Lane Keller, 2023. "Looking forward, looking back: developing a narrative of the past, present and future of a brand," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 1-8, January.
    4. Kevin Lane Keller & J Jeffrey Inman & Margaret C Campbell & Amna Kirmani & Linda L Price, 2020. "Consumer Research Insights on Brands and Branding: A JCR Curation [Uniting the Tribes: Using Text for Marketing Insight]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 995-1001.
    5. Baumert, Thomas & de Obesso, María de las Mercedes, 2021. "Brand antiquity and value perception: Are customers willing to pay higher prices for older brands?," Journal of Business Research, Elsevier, vol. 123(C), pages 241-254.

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