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...

This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as...

Using multimethod data, we investigate retirement as a life stage centered on consumption, where cultural scripts are particularly contested and in flux and where we witness an increase in breadth and depth of identity‐related consumption, which we term consumer identity renaissance. While prior...

Marketing is evolving into true participatory conversations. Once-tidy, controlled marketing communications with distinct, identifiable corporate spokespeople are giving way to a messy tangle of market-based communications consisting of multiple authors including customers, competitors,...

"Being a family" is a vitally important collective enterprise central to many consumption experiences and replete with new challenges in contemporary society. We advance a framework to learn how families draw on communication forms and use marketplace resources to manage interplays among...

Our study contributes to understanding the role of material culture in families. Findings from a longitudinal case study extend Kopytoff's theory of singularization by explaining what occurs between the singularization of a focal object and its recommodification. We uncover processes that move...