Work

Brand dynasty: managing charismatic legitimacy over time

Year: 2022

Type: article

Abstract: Drawing upon extensive research in luxury, we investigate how firms manage to sustain charismatic legitimacy over a succession of charismatic heirs. We question the presumption that charismatic legitimacy is personal and transitory. Instead, we show that management can deal with the inherent human limitations of charismatic legitimacy by forming a brand dynasty. We define a brand dynasty as a brand in which a series of persons (brand heirs) embody the brand persona that is defined by reference to a brand founder. Our analysis identifies three general managerial practices that together transfer and when repeated sustain brand charismatic legitimacy.

Source: Journal of Marketing Management

DOI: 10.1080/0267257x.2022.2120059

Authors: Eric Arnould, Delphine Dion

Institutions: Aalto University, École Supérieure des Sciences Économiques et Commerciales

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4296130829

FWCI: 1.998

Cites: 66

Cited by: 11

Related to: 10