Is Sweaty Betty a Hollister Follower? Parsing the Poetics of Branding

Stephen Brown, Ulster University, Ireland
Pauline Maclaran, Royal Holloway, UK
Sharon Ponsonby-McCabe, Ulster University, Ireland
Lorna Stevens, University of Westminster, UK
Roel Wijland, Otago University, New Zealand
Fifteen years after Sherry and Schouten’s seminal article, poetry still hides its light under a bushel. This paper illuminates branding’s poetics, arguing that poems are an apt metaphor for radiant brands. It highlights, with the aid of an empirical exemplar – Hollister Inc. – how poetry can help enlighten consumer research.
[ to cite ]:
Stephen Brown, Pauline Maclaran, Sharon Ponsonby-McCabe, Lorna Stevens, and Roel Wijland (2017) ,"Is Sweaty Betty a Hollister Follower? Parsing the Poetics of Branding ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 397-400.