IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v62y2009i3p332-338.html
   My bibliography  Save this article

Brand death: A developmental model of senescence

Author

Listed:
  • Ewing, Michael T.
  • Jevons, Colin P.
  • Khalil, Elias L.

Abstract

Drawing on literature underpinning brand management in marketing, product life cycles in economics, fads in sociology and aging in biology, this paper argues that brand demise is inevitable and not necessarily caused by managerial incompetence. Rather, this demise is a natural part of a brand's developmental process, instigated by consumers seeking to satisfy not only their material needs (constitutive utility), but also their self-image (symbolic utility). This paper presents a model of brand senescence to explain this phenomenon and concludes with a discussion of the implications for managerial practice and marketing theory.

Suggested Citation

  • Ewing, Michael T. & Jevons, Colin P. & Khalil, Elias L., 2009. "Brand death: A developmental model of senescence," Journal of Business Research, Elsevier, vol. 62(3), pages 332-338, March.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:332-338
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(08)00150-1
    Download Restriction: Full text for ScienceDirect subscribers only
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. John A. Norton & Frank M. Bass, 1987. "A Diffusion Theory Model of Adoption and Substitution for Successive Generations of High-Technology Products," Management Science, INFORMS, vol. 33(9), pages 1069-1086, September.
    2. Gary S. Becker & Kevin M. Murphy, 1993. "A Simple Theory of Advertising as a Good or Bad," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 108(4), pages 941-964.
    3. Frey, Bruno S & Oberholzer-Gee, Felix, 1997. "The Cost of Price Incentives: An Empirical Analysis of Motivation Crowding-Out," American Economic Review, American Economic Association, vol. 87(4), pages 746-755, September.
    4. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    5. Roland Bénabou & Jean Tirole, 2005. "Self-Confidence and Personal Motivation," International Economic Association Series, in: Bina Agarwal & Alessandro Vercelli (ed.), Psychology, Rationality and Economic Behaviour, chapter 2, pages 19-57, Palgrave Macmillan.
    6. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    7. Karni, Edi & Schmeidler, David, 1990. "Fixed Preferences and Changing Tastes," American Economic Review, American Economic Association, vol. 80(2), pages 262-267, May.
    8. Becker, Gary S, 1991. "A Note on Restaurant Pricing and Other Examples of Social Influences on Price," Journal of Political Economy, University of Chicago Press, vol. 99(5), pages 1109-1116, October.
    9. Herbert Gintis & Samuel Bowles & Melissa Osborne, 2001. "Incentive-Enhancing Preferences: Personality, Behavior, and Earnings," American Economic Review, American Economic Association, vol. 91(2), pages 155-158, May.
    10. Lynn, Michael, 1989. "Scarcity effects on desirability: Mediated by assumed expensiveness?," Journal of Economic Psychology, Elsevier, vol. 10(2), pages 257-274, June.
    11. Bruno S. Frey, 1997. "Not Just for the Money," Books, Edward Elgar Publishing, number 1183.
    12. Carneiro, Pedro & Heckman, James J., 2003. "Human Capital Policy," IZA Discussion Papers 821, Institute of Labor Economics (IZA).
    13. Prendergast, Gerard & Berthon, Pierre, 2000. "Insights from ecology: an ecotone perspective of marketing," European Management Journal, Elsevier, vol. 18(2), pages 223-232, April.
    14. Beverland, Michael & Ewing, Michael, 2005. "Slowing the adoption and diffusion process to enhance brand repositioning: The consumer driven repositioning of Dunlop Volley," Business Horizons, Elsevier, vol. 48(5), pages 385-391.
    15. Simon Gachter & Ernst Fehr, 2000. "Cooperation and Punishment in Public Goods Experiments," American Economic Review, American Economic Association, vol. 90(4), pages 980-994, September.
    16. Pradeep Chintagunta & Tülin Erdem & Peter E. Rossi & Michel Wedel, 2006. "Structural Modeling in Marketing: Review and Assessment," Marketing Science, INFORMS, vol. 25(6), pages 604-616, 11-12.
    17. Woodside, Arch G., 2008. "Using the forced metaphor-elicitation technique (FMET) to meet animal companions within self," Journal of Business Research, Elsevier, vol. 61(5), pages 480-487, May.
    18. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
    19. Melissa Osborne & Herbert Gintis & Samuel Bowles, 2001. "The Determinants of Earnings: A Behavioral Approach," Journal of Economic Literature, American Economic Association, vol. 39(4), pages 1137-1176, December.
    20. Ernst Fehr & Simon Gaechter, "undated". "Do Incentive Contracts Crowd out Voluntary Cooperation?," IEW - Working Papers 034, Institute for Empirical Research in Economics - University of Zurich.
    21. Roland T. Rust & Tuck Siong Chung, 2006. "Marketing Models of Service and Relationships," Marketing Science, INFORMS, vol. 25(6), pages 560-580, 11-12.
    22. Elias L. Khalil, 1997. "The Red Queen Paradox: A Proper Name for a Popular Game - Note," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 153(2), pages 411-415, June.
    23. Goldsmith, Arthur H & Veum, Jonathan R & Darity, William, Jr, 1997. "The Impact of Psychological and Human Capital on Wages," Economic Inquiry, Western Economic Association International, vol. 35(4), pages 815-829, October.
    24. Agres, Stuart J. & Dubitsky, Tony M., 1996. "Changing Needs For Brands," Journal of Advertising Research, Cambridge University Press, vol. 36(1), pages 21-30, January.
    25. Roland Bénabou & Jean Tirole, 2003. "Intrinsic and Extrinsic Motivation," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 70(3), pages 489-520.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Huber, Frank & Meyer, Frederik & Vogel, Johannes & Weihrauch, Andrea & Hamprecht, Julia, 2013. "Endorser age and stereotypes: Consequences on brand age," Journal of Business Research, Elsevier, vol. 66(2), pages 207-215.
    2. Volpert, Johanna & Michel, Géraldine, 2022. "Brand resurrections: How past and present narrations impact consumer reactions towards resurrected utilitarian brands," Journal of Business Research, Elsevier, vol. 153(C), pages 479-493.
    3. 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.
    4. Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    5. Baumert, Thomas & de Obesso, María de las Mercedes, 2021. "Brand antiquity and value perception: Are customers willing to pay higher prices for older brands?," Journal of Business Research, Elsevier, vol. 123(C), pages 241-254.
    6. Amankwah-Amoah, Joseph, 2014. "Old habits die hard: A tale of two failed companies and unwanted inheritance," Journal of Business Research, Elsevier, vol. 67(9), pages 1894-1903.
    7. Naeem Gul Gilal & Jing Zhang & Faheem Gul Gilal & Rukhsana Gul Gilal, 2020. "Bygone days and memories: the effects of nostalgic ads on consumer brand resurrection movements," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 160-180, March.
    8. Loock, Moritz & Hinnen, Gieri, 2015. "Heuristics in organizations: A review and a research agenda," Journal of Business Research, Elsevier, vol. 68(9), pages 2027-2036.
    9. Thompson, Ann-Marie K., 2010. "Golder's historical method in research in marketing," Journal of Business Research, Elsevier, vol. 63(12), pages 1269-1272, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Khalil, Elias L., 2010. "The Bayesian fallacy: Distinguishing internal motivations and religious beliefs from other beliefs," Journal of Economic Behavior & Organization, Elsevier, vol. 75(2), pages 268-280, August.
    2. Rebitzer, James B. & Taylor, Lowell J., 2011. "Extrinsic Rewards and Intrinsic Motives: Standard and Behavioral Approaches to Agency and Labor Markets," Handbook of Labor Economics, in: O. Ashenfelter & D. Card (ed.), Handbook of Labor Economics, edition 1, volume 4, chapter 8, pages 701-772, Elsevier.
    3. Dirk Sliwka, 2007. "Trust as a Signal of a Social Norm and the Hidden Costs of Incentive Schemes," American Economic Review, American Economic Association, vol. 97(3), pages 999-1012, June.
    4. Fehr, Ernst & Falk, Armin, 2002. "Psychological foundations of incentives," European Economic Review, Elsevier, vol. 46(4-5), pages 687-724, May.
    5. David Huffman & Michael Bognanno, 2018. "High-Powered Performance Pay and Crowding Out of Nonmonetary Motives," Management Science, INFORMS, vol. 64(10), pages 4669-4680, October.
    6. Dohmen, Thomas, 2014. "Behavioral labor economics: Advances and future directions," Labour Economics, Elsevier, vol. 30(C), pages 71-85.
    7. Sliwka, Dirk, 2003. "On the Hidden Costs of Incentive Schemes," IZA Discussion Papers 844, Institute of Labor Economics (IZA).
    8. Heywood, John S. & Jirjahn, Uwe & Struewing, Cornelia, 2017. "Locus of control and performance appraisal," Journal of Economic Behavior & Organization, Elsevier, vol. 142(C), pages 205-225.
    9. Margit Osterloh & Bruno S. Frey, "undated". "Corporate Governance for Crooks? The Case for Corporate Virtue," IEW - Working Papers 164, Institute for Empirical Research in Economics - University of Zurich.
    10. Bengtsson, Niklas & Engström, Per, 2011. "Control and Efficiency in the Nonprofit Sector Evidence from a Randomized Policy Experiment," Working Paper Series 2011:8, Uppsala University, Department of Economics.
    11. Zetterberg, Johnny, 2005. "Swedish evidence on the impact of cognitive and non-cognitive ability on earnings – an extended pre-market factor approach," Working Paper Series 2005:16, IFAU - Institute for Evaluation of Labour Market and Education Policy.
    12. Dickinson, David & Villeval, Marie-Claire, 2008. "Does monitoring decrease work effort?: The complementarity between agency and crowding-out theories," Games and Economic Behavior, Elsevier, vol. 63(1), pages 56-76, May.
    13. Elliott Ash & W. Bentley MacLeod, 2015. "Intrinsic Motivation in Public Service: Theory and Evidence from State Supreme Courts," Journal of Law and Economics, University of Chicago Press, vol. 58(4).
    14. Bruno S. Frey & Alois Stutzer, 2006. "Environmental Morale and Motivation," CREMA Working Paper Series 2006-17, Center for Research in Economics, Management and the Arts (CREMA).
    15. Andrei Bremzen & Elena Khokhlova & Anton Suvorov & Jeroen van de Ven, 2015. "Bad News: An Experimental Study on the Informational Effects Of Rewards," The Review of Economics and Statistics, MIT Press, vol. 97(1), pages 55-70, March.
    16. Megehee, Carol M. & Spake, Deborah F., 2012. "Consumer enactments of archetypes using luxury brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1434-1442.
    17. Henk Folmer & Olof Johansson-Stenman, 2011. "Does Environmental Economics Produce Aeroplanes Without Engines? On the Need for an Environmental Social Science," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 48(3), pages 337-361, March.
    18. Wang, Yajin, 2022. "A conceptual framework of contemporary luxury consumption," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 788-803.
    19. de Araujo, Pedro & Lagos, Stephen, 2013. "Self-esteem, education, and wages revisited," Journal of Economic Psychology, Elsevier, vol. 34(C), pages 120-132.
    20. Joan Esteban & Laurence Kranich, 2003. "The Social Contracts with Endogenous Sentiments," Working Papers 71, Barcelona School of Economics.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:332-338. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.