Fabricating celebrity brands via scandalous narrative:crafting, capering and commodifying the comedian, Russell Brand

Mills, Scott and Patterson, Anthony and Quinn, Lee (2015) Fabricating celebrity brands via scandalous narrative:crafting, capering and commodifying the comedian, Russell Brand. Journal of Marketing Management, 31 (5-6). pp. 599-615. ISSN 0267-257X

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Abstract

Most marketing researchers with an interest in the mythic machinations of celebrity culture assume that being implicated in a scandal is detrimental to long-term brand-building efforts. However, our premise is that this assumption is often misguided. We argue that celebrities who court scandal sometimes find that the media coverage it precipitates – especially when the spun narrative is compelling – can significantly increase their brand value. To support our assertion, we begin by reviewing the literature on celebrity scandal. Following this, we illustrate how the creation of a scandalous narrative can fuel a celebrity career. To do so, we investigate the colourful career of the comedian-cum-revolutionary, Russell Brand. We conclude that, when combined, the 3Cs of his scandalous narrative – crafting, capering and commodifying – present, in combination, a viable means of gaining entry into the upper echelons of celebritydom.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Marketing Management
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
142349
Deposited By:
Deposited On:
31 Mar 2020 08:10
Refereed?:
Yes
Published?:
Published
Last Modified:
20 Sep 2020 05:55