The Role of Brand Communities in the Construction of Celebrity

Marie-Agnès Parmentier, HEC Montreal, Canada
Eileen Fischer, York University, Canada
Consumers often seek ways to connect to people whose fame is based on heredity, such as the British Royal Family (BRF). Through depth interviews, we explore how service providers orchestrate consumers’ BRF-related consumption experiences to distance the monarchy from the trappings of, and associations with, “everyday” fame.
[ to cite ]:
Marie-Agnès Parmentier and Eileen Fischer (2011) ,"The Role of Brand Communities in the Construction of Celebrity ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.