Fabricating celebrity brands via scandalous narrative: crafting, capering and commodifying the comedian, Russell Brand

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.

Text R2 Celebrity Scandal Final Paper NO Tracked Changes WITH Author.docx - Unspecified Download (68kB)

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
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:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3000568