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- Title
How Doppelg…nger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic.
- Authors
Giesler, Markus
- Abstract
Using actor-network theory from sociology, the author explores the creation of new markets as a brand-mediated legitimation process. Findings from an eight-year longitudinal investigation of the Botox Cosmetic brand suggest that the meanings of a new cosmetic self-enhancement technology evolve over the course of contestations between brand images promoted by the innovator and doppelg…nger brand images promoted by other stakeholders. Each contestation addresses an enduring contradiction between nature and technology. A four-step brand image revitalization process is offered that can be applied either by managers interested in fostering an innovation's congruence with prevailing social norms and ideals or by other stakeholders (e.g., activists, competitors) interested in undermining its marketing success. The findings integrate previously disparate research streams on branding and market creation and provide managers with the conceptual tools for sustaining a branded innovation's legitimacy over time.
- Subjects
BRANDING (Marketing); BOTULINUM toxin; THERAPEUTICS; MARKETING of new products; BRAND image; BRAND scandals; ACTOR-network theory; CONSUMER attitudes; DOPPELGANGERS
- Publication
Journal of Marketing, 2012, Vol 76, Issue 6, p55
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1509/jm.10.0406