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'Spinning' Warhol : celebrity brand theoretics and the logic of the celebrity brand

Kerrigan, Finola and Brownlie, Douglas and Hewer, Paul and Daza-LeTouze, Claudia (2011) 'Spinning' Warhol : celebrity brand theoretics and the logic of the celebrity brand. Journal of Marketing Management, 27 (13-14). pp. 1504-1524. ISSN 0267-257X

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Abstract

The paper takes as its subject celebrity and consumption and the cultural logic of the celebrity brand. It introduces the concept of celebritisation as the engine of celebrity culture, discussing ways in which celebrity brands operate as ‘map-making’ devices which situate consumers within networks of symbolic resources. We construct particulars via an investigative narrative that draws critically upon published accounts of the life and work of Andy Warhol, generating observations of signature practices and technologies of formation of Celebrity Brandhood. Within an inductive architecture we modulate to celebrity brands as transmediated marketing accomplishments which trade upon allure, glamour and charisma, constructed around rituals of transition, belonging, intimacy, and affect. We suggest that at the heart of the machinery of the cultural logic of the Celebrity Brand is the mediated spectacle as a field of social invention and transformation. In this way, the paper opens up pathways toward further interpretive analyses of celebrity brands, articulating the basis of accounts of Celebrity Brand Theoretics.

Item type: Article
ID code: 34746
Keywords: branding, marketing, celebrities, celebrity branding, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Pure Administrator
    Date Deposited: 24 Oct 2011 11:20
    Last modified: 14 Feb 2013 16:24
    URI: http://strathprints.strath.ac.uk/id/eprint/34746

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