Maintaining the Myth of the Monarchy: How Producers Shape Consumers’ Experiences of the British Royal Family

Pauline Maclaran, Keele University, UK
Cele Otnes, University of Illinois, Urbana-Champaign
Eileen Fischer, York University, Canada
We explore how the myth of the monarchy is reproduced in contemporary consumer societies, by looking at how producers shape consumers’ experiences of the British Royal Family (BRF) brand. Drawing on interviews with producers, we identify five key experiential themes that producers create for consumers as they engage in maintaining and modifying, the myth of the monarchy. These are: 1) storying the monarchy: telling tales of people; 2) keeping history alive: creating links between past and present; 3) event management: pomp and pageantry; 4) the role of place: creating a persona for each palace; 5) creation and sustainability of sub-myths.
[ to cite ]:
Pauline Maclaran, Cele Otnes, and Eileen Fischer (2008) ,"Maintaining the Myth of the Monarchy: How Producers Shape Consumers’ Experiences of the British Royal Family", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 67-71.