Brand dynasty: managing charismatic legitimacy over time

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Journal Title
Journal ISSN
Volume Title
A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
Date
2023
Major/Subject
Mcode
Degree programme
Language
en
Pages
29
Series
Journal of Marketing Management, Volume 39, issue 3-4, pp. 338-366
Abstract
Drawing upon extensive research in luxury, we investigate how firms manage to sustain charismatic legitimacy over a succession of charismatic heirs. We question the presumption that charismatic legitimacy is personal and transitory. Instead, we show that management can deal with the inherent human limitations of charismatic legitimacy by forming a brand dynasty. We define a brand dynasty as a brand in which a series of persons (brand heirs) embody the brand persona that is defined by reference to a brand founder. Our analysis identifies three general managerial practices that together transfer and when repeated sustain brand charismatic legitimacy.
Description
Publisher Copyright: © 2022 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.
Keywords
brand dynasty, Charismatic legitimacy, luxury, person brand, persona
Other note
Citation
Arnould, E & Dion, D 2023, ' Brand dynasty: managing charismatic legitimacy over time ', Journal of Marketing Management, vol. 39, no. 3-4, pp. 338-366 . https://doi.org/10.1080/0267257X.2022.2120059