'Spinning' Warhol: celebrity brand theoretics and the logic of the celebrity brand

Finola Kerrigan, Douglas Brownlie, Paul Hewer, Claudia Daza-LeTouze

Research output: Contribution to journalArticle

63 Citations (Scopus)

Abstract

The paper takes as its subject celebrity and consumption and the cultural logic of the celebrity brand. It introduces the concept of celebritisation as the engine of celebrity culture, discussing ways in which celebrity brands operate as ‘map-making’ devices which situate consumers within networks of symbolic resources. We construct particulars via an investigative narrative that draws critically upon published accounts of the life and work of Andy Warhol, generating observations of signature practices and technologies of formation of Celebrity Brandhood. Within an inductive architecture we modulate to celebrity brands as transmediated marketing accomplishments which trade upon allure, glamour and charisma, constructed around rituals of transition, belonging, intimacy, and affect. We suggest that at the heart of the machinery of the cultural logic of the Celebrity Brand is the mediated spectacle as a field of social invention and transformation. In this way, the paper opens up pathways toward further interpretive analyses of celebrity brands, articulating the basis of accounts of Celebrity Brand Theoretics.
Original languageEnglish
Pages (from-to)1504-1524
Number of pages21
JournalJournal of Marketing Management
Volume27
Issue number13-14
Early online date5 Dec 2011
DOIs
Publication statusPublished - 2011

Keywords

  • branding
  • marketing
  • celebrities
  • celebrity branding

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