Assembling a Voice of a Generation

Katherine C. Sredl, Loyola University Chicago, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Catherine A. Coleman, Texas Christian University, USA
Marie-Agnes Parmentier, HEC Montreal, Canada
This research extends theory on single serial brands, audiences at the aggregate level, and brand assemblage, disassemblage, and reassemblage. We ask how fans and non-fans of the HBO show GIRLS disassemble the show’s brand narrative across social media platforms. Then, we explore how the brand reassembles through incorporating on-line disassembly.
[ to cite ]:
Katherine C. Sredl, Linda Tuncay Zayer, Catherine A. Coleman, and Marie-Agnes Parmentier (2015) ,"Assembling a Voice of a Generation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 808-808.