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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

H2. Influencing Consumer Response to Products with High Styling: The Role of Mindsets

Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA

Read More

Featured

Enhancing the Effectiveness of Narratives Among Vaccine-Skeptical Parents

Sandra Praxmarer-Carus, Universität der Bundeswehr München
Stefan Wolkenstoerfer, Universität der Bundeswehr München

Read More

Featured

Conflicting Institutional Logics and Eldercare Consumers’ Coping Strategies in Asymmetrical Service Relationships

Ankita Kumar, University of Wisconsin - Madison, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.