How doppelganger brand images influence the market creation peocess
GIESLER, MARKUS
How doppelganger brand images influence the market creation peocess Longitudinal insights from the rise of botox cosmetic - 2013 - 55-68
Using actor network theory from sociology, the author explores the creation of new markets as a brand mediated legitimation process. Findings from an eight year longitudinal investigation of the Botox Cosmetic brand suggest that the meanings of anew cosmetic self enhancement technology evolve over the course of contestations between brand images promoted by the innovator and doppelganger brand images promoted by other stakeholder. Each contestation addresses an enduring contradiction between nature and technology.
BRNADING MARKETING
658.827
How doppelganger brand images influence the market creation peocess Longitudinal insights from the rise of botox cosmetic - 2013 - 55-68
Using actor network theory from sociology, the author explores the creation of new markets as a brand mediated legitimation process. Findings from an eight year longitudinal investigation of the Botox Cosmetic brand suggest that the meanings of anew cosmetic self enhancement technology evolve over the course of contestations between brand images promoted by the innovator and doppelganger brand images promoted by other stakeholder. Each contestation addresses an enduring contradiction between nature and technology.
BRNADING MARKETING
658.827