'The exploding plastic inevitable' : ‘Branding being’, brand Warhol and the factory years

Hewer, Paul and Brownlie, Douglas and Kerrigan, Finola (2013) 'The exploding plastic inevitable' : ‘Branding being’, brand Warhol and the factory years. Scandinavian Journal of Management, 29 (2). pp. 184-193. ISSN 0956-5221

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Official URL: https://doi.org/10.1016/j.scaman.2013.03.004

Abstract

This paper contributes to theories of brands as sites of identity work and convergence. It takes as its subject relations of belonging and participation as they shape communal ‘scenes’ out of which spring intimations of spaces of cultural production as branding ecosystems. To illustrate ways in which this line of thought ignites discourses on branding as a mode of relational being, we explore the social environment fomented around Warhol's court, ‘The Factory’, that iconic symbol of the mediated logic of his oeuvre. Drawing on archival accounts of Factory life, we explore cultural production as illustrative of brands and branding as social technologies exciting the imaginary and its theater of possibility. And to understand how collective consumption of relations of connectivity nurture conditions suggestive of new branding forms, we consider the existential logic of ‘branding being’, of thinking ‘spaces’ made available through branding as a mode of relational being.

Creators(s):	Hewer, Paul ORCID: https://orcid.org/0000-0002-7661-8195, Brownlie, Douglas and Kerrigan, Finola;
Item type:	Article
ID code:	43707
Keywords:	Warhol, branding being, brand spaces, brand Warhol, sociocultural brands, identity work, Marketing. Distribution of products, Strategy and Management, Applied Psychology
Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
Department:	Strathclyde Business School > Marketing
Depositing user:	Pure Administrator
Date deposited:	03 May 2013 08:59
Last modified:	20 Jan 2021 20:40
Related URLs:	Scopus publication
URI:	https://strathprints.strath.ac.uk/id/eprint/43707
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