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  • Raising the Dead - Second Round

    Rights statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 17th December 2020, available online: https://www.tandfonline.com/doi/full/10.1080/0267257X.2020.1839121

    Accepted author manuscript, 277 KB, PDF document

    Embargo ends: 17/06/22

    Available under license: CC BY-NC: Creative Commons Attribution-NonCommercial 4.0 International License

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Raising the dead: on brands that go bump in the night

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<mark>Journal publication date</mark>30/04/2021
<mark>Journal</mark>Journal of Marketing Management
Issue number5-6
Volume37
Number of pages20
Pages (from-to)417-436
Publication StatusPublished
Early online date17/12/20
<mark>Original language</mark>English

Abstract

Many brands have been obliterated by the ‘death of the high street’ and many more have had near-death experiences. This paper applies Derrida’s ‘hauntology’ to Hollister, a high-flying fashion brand that fell from grace. Although it remains in the land of the living, selling impossible dreams of So-Cal’s beachside lifestyle, Hollister is a ghost of its former self. An interpretive empirical investigation reveals that the brand’s hauntology comprises four phantomic components: mortality, anxiety, liminality and retroactivity. A spectral ‘model’ of bump-in-the-night brands also makes its presence felt.

Bibliographic note

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 17th December 2020, available online: https://www.tandfonline.com/doi/full/10.1080/0267257X.2020.1839121