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Brand Morphogenesis :
Brand Morphogenesis : The Role of Heterogeneous Consumer Sub-Assemblages in the Change and Continuity of a Brand
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- Molander, Susanna, 1965- (författare)
- Stockholms universitet,Marknadsföring
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- Östberg, Jacob, 1973- (författare)
- Stockholms universitet,Marknadsföring
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Peñaloza, Lisa (författare)
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(creator_code:org_t)
- 2022-02-28
- 2023
- Engelska.
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Ingår i: Journal of consumer research. - : Oxford University Press (OUP). - 0093-5301 .- 1537-5277. ; 49:5, s. 762-785
- Relaterad länk:
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https://doi.org/10.1...
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https://urn.kb.se/re...
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Abstract
Ämnesord
Stäng
- How do brands change in environments defined by increasing consumer heterogeneity? Drawing on assemblage theory, this research develops the concepts of brand morphogenesis and consumer sub-assemblage to explain how heterogeneous consumer groups instigate, reinforce, and hinder the evolution of a brand. This longitudinal case study of a Swedish fashion brand delineates the role of heterogeneous consumer sub-assemblages in the continual process of emergence and transformation of a brand assemblage through space and time—a process defined as brand morphogenesis. The findings detail brand morphogenesis in the sub-assemblage dynamics of exploration, actualization, and habituation of value, as heterogeneous consumer groups form consumer sub-assemblages in interaction with other brand components and interact in patterns of coexisting with, coopting, and contesting other sub-assemblages. By charting consumers’ value negotiations as they play out within and among consumer sub-assemblages, this research contributes to understanding continuity and change for brands that face increasing consumer heterogeneity.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- brand assemblage
- consumer subassemblage
- heterogeneity
- value arrangements
- consumer culture theory
- Business Administration
- företagsekonomi
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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