How brand collecting shapes consumers' brand meanings

Cele C. Otnes, Eliana N. Shapiro

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This paper explores the phenomenon of collecting a plethora of memorabilia associated with a specific brand - in this case, the British Royal Family (BRF) brand. We explore the lifeworld of "Elizabeth," an übercollector of BRF memorabilia, and describe how her collection can be interpreted as extensions of three separate identities - Collector, Business Owner, and Media Expert. Within these three identities, Elizabeth expressed different emergent roles to the various social networks within whom she interacted (e.g., as a collector, she often acted as "Rescuer," taking in others' BRF collections in order to preserve them). We illuminate these different roles and offer suggestions for future research.

Original languageEnglish (US)
Title of host publicationConsumer Culture Theory
Subtitle of host publicationResearch in Consumer Behavior
EditorsRussell W. Belk, John F. Sherry, Jr.
Place of PublicationBingley
PublisherEmerald Group Publishing Ltd.
Pages401-419
Number of pages19
Volume11
DOIs
StatePublished - 2007

Publication series

NameResearch in Consumer Behavior
PublisherEmerald Group Publishing Ltd.
ISSN (Print)0885-2111

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Marketing

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  • Cite this

    Otnes, C. C., & Shapiro, E. N. (2007). How brand collecting shapes consumers' brand meanings. In R. W. Belk, & J. F. Sherry, Jr. (Eds.), Consumer Culture Theory: Research in Consumer Behavior (Vol. 11, pp. 401-419). (Research in Consumer Behavior). Emerald Group Publishing Ltd.. https://doi.org/10.1016/S0885-2111(06)11016-9