Brand dynasty: managing charismatic legitimacy over time

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openAccess

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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