Mills, Scott, Patterson, Anthony ORCID: 0000-0003-1508-9258 and Quinn, Lee
(2015)
Fabricating celebrity brands via scandalous narrative: crafting, capering and commodifying the comedian, Russell Brand.
Journal of Marketing Management, 31 (5-6).
pp. 599-615.
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Abstract
Most marketing researchers with an interest in the mythic machinations of celebrity culture assume that being implicated in a scandal is detrimental to long-term brand-building efforts. However, our premise is that this assumption is often misguided. We argue that celebrities who court scandal sometimes find that the media coverage it precipitates – especially when the spun narrative is compelling – can significantly increase their brand value. To support our assertion, we begin by reviewing the literature on celebrity scandal. Following this, we illustrate how the creation of a scandalous narrative can fuel a celebrity career. To do so, we investigate the colourful career of the comedian-cum-revolutionary, Russell Brand. We conclude that, when combined, the 3Cs of his scandalous narrative – crafting, capering and commodifying – present, in combination, a viable means of gaining entry into the upper echelons of celebritydom.
Item Type: | Article |
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Additional Information: | Source info: Journal of Marketing Management, 31:5-6, 599-615. |
Uncontrolled Keywords: | celebrity, scandal, brand, narrative |
Depositing User: | Symplectic Admin |
Date Deposited: | 21 Apr 2016 10:28 |
Last Modified: | 16 Dec 2022 03:26 |
DOI: | 10.1080/0267257X.2015.1005116 |
Related URLs: | |
URI: | https://livrepository.liverpool.ac.uk/id/eprint/3000568 |