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When Narrative Brands End: The Impact of Narrative Closure and Consumption Sociality on Loss Accommodation

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  • Cristel Antonia Russell
  • Hope Jensen Schau

Abstract

This research emically documents consumers' experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory, and basic research on interpersonal loss to document the processes of loss accommodation. The authors triangulate across data sources and methods (extended participant observation, long interview, and online forum analysis) to unfold the processes of loss accommodation triggered by brand discontinuation. Accommodation processes and postwithdrawal relationship trajectories depend upon the nature and closural force of the narrative inherent to the brand but also the sociality that surrounds its consumption. Consumption sociality allows access to transitive and connective resources that facilitate the processes of accommodation during critical junctures in consumer-brand relationships.

Suggested Citation

  • Cristel Antonia Russell & Hope Jensen Schau, 2014. "When Narrative Brands End: The Impact of Narrative Closure and Consumption Sociality on Loss Accommodation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(6), pages 1039-1062.
    • Handle: RePEc:oup:jconrs:doi:10.1086/673959
    DOI: 10.1086/673959
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    Cited by:

    1. Lepori, Gabriele M., 2015. "Investor mood and demand for stocks: Evidence from popular TV series finales," Journal of Economic Psychology, Elsevier, vol. 48(C), pages 33-47.
    2. Weijo, Henri & Bean, Jonathan & Rintamäki, Jukka, 2019. "Brand community coping," Journal of Business Research, Elsevier, vol. 94(C), pages 128-136.
    3. Mike Molesworth & Rebecca Watkins & Janice Denegri-Knott, 2016. "Possession Work on Hosted Digital Consumption Objects as Consumer Ensnarement," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(2), pages 246-261.
    4. Shah, Purvi, 2020. "Managing customer reactions to brand deletion in B2B and B2C contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    5. Bernard Cova & Simona D'Antone, 2016. "Brand Iconicity vs. Anti-Consumption Well-Being Concerns: The Nutella Palm Oil Conflict," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 166-192, March.
    6. Alessia Grassi, 2022. "“We Like That It Matters!”: Towards a Socially Sustainable Retail Store Brand Experience," Sustainability, MDPI, vol. 14(23), pages 1-17, December.
    7. Russell, Cristel Antonia & Schau, Hope Jensen & Bliese, Paul, 2019. "Brand afterlife: Transference to alternate brands following corporate failure," Journal of Business Research, Elsevier, vol. 97(C), pages 257-267.
    8. Eric Arnould & David Crockett & Giana Eckhardt, 2021. "Informing marketing theory through consumer culture theoretics," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 1-8, June.
    9. Feiereisen, Stephanie & Rasolofoarison, Dina & De Valck, Kristine & Schmitt, Julien, 2019. "Understanding emerging adults' consumption of TV series in the digital age: A practice-theory-based approach," Journal of Business Research, Elsevier, vol. 95(C), pages 253-265.
    10. Jones, Scott & Cronin, James & Piacentini, Maria G., 2022. "Celebrity brand break-up: Fan experiences of para-loveshock," Journal of Business Research, Elsevier, vol. 145(C), pages 720-731.
    11. repec:oup:jconrs:v:49:y:2023:i:5:p:904-925. is not listed on IDEAS
    12. Coker, Kesha K. & Altobello, Suzanne A., 2018. "Product placements in social settings: The impact of coviewing on the recall of placed brands," Journal of Business Research, Elsevier, vol. 87(C), pages 128-136.

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