How doppelganger brand images influence the market creation peocess Longitudinal insights from the rise of botox cosmetic

By:

GIESLER, MARKUS

Material type:

Mixed materialsPublication details: 2013Description: 55-68Subject(s):

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: 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.

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Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/6	Available		P14724

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.

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