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Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-Assemblages in the Change and Continuity of a Brand
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.ORCID iD: 0000-0001-9405-1404
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.ORCID iD: 0000-0001-5447-3661
2023 (English)In: Journal of consumer research, ISSN 0093-5301, E-ISSN 1537-5277, Vol. 49, no 5, p. 762-785Article in journal (Refereed) Published
Abstract [en]

How do brands change in environments defined by increasing consumer heterogeneity? Drawing on assemblage theory, this research develops the concepts of brand morphogenesis and consumer sub-assemblage to explain how heterogeneous consumer groups instigate, reinforce, and hinder the evolution of a brand. This longitudinal case study of a Swedish fashion brand delineates the role of heterogeneous consumer sub-assemblages in the continual process of emergence and transformation of a brand assemblage through space and time—a process defined as brand morphogenesis. The findings detail brand morphogenesis in the sub-assemblage dynamics of exploration, actualization, and habituation of value, as heterogeneous consumer groups form consumer sub-assemblages in interaction with other brand components and interact in patterns of coexisting with, coopting, and contesting other sub-assemblages. By charting consumers’ value negotiations as they play out within and among consumer sub-assemblages, this research contributes to understanding continuity and change for brands that face increasing consumer heterogeneity. 

Place, publisher, year, edition, pages
2023. Vol. 49, no 5, p. 762-785
Keywords [en]
brand assemblage, consumer subassemblage, heterogeneity, value arrangements, consumer culture theory
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-203027DOI: 10.1093/jcr/ucac009ISI: 000770416200001OAI: oai:DiVA.org:su-203027DiVA, id: diva2:1646272
Available from: 2022-03-21 Created: 2022-03-21 Last updated: 2023-12-12Bibliographically approved

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Molander, SusannaÖstberg, Jacob

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CiteExportLink to record
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