Recovering Cultural Authority: Marketplace Abandonment and Return

This project investigates how a brand can recover its former position in a marketplace after losing legitimacy. We apply a process data approach to qualitatively analyse 614 media reports and 31 interviews. We extend the brand longevity concept and reveal brand recovery as a process involving return, dormancy and resurrection.


Toni Eagar, Andrew Lindridge, and Diane Martin (2020) ,"Recovering Cultural Authority: Marketplace Abandonment and Return", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1218-1218.


Toni Eagar, Australian National University
Andrew Lindridge, Newcastle University
Diane Martin, RMIT University


NA - Advances in Consumer Research Volume 48 | 2020

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