Fabricating celebrity brands via scandalous narrative: crafting, capering and commodifying the comedian, Russell Brand

Mills, S. ORCID: 0000-0003-2908-6277, Patterson, A. and Quinn, L., 2017. Fabricating celebrity brands via scandalous narrative: crafting, capering and commodifying the comedian, Russell Brand. In: D. Brownlie, P. Hewer and F. Kerrigan, eds., Celebrity, convergence and transformation. Key issues in marketing management . Abingdon: Routledge, pp. 147-163. ISBN 9781138732537

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Abstract

Most marketing researchers with an interest in the mythic machinations of celebrity culture assume that being implicated in a scandal is detrimental to long-term brand-building efforts. However, our premise is that this assumption is often misguided. We argue that celebrities who court scandal sometimes find that the media coverage it precipitates – especially when the spun narrative is compelling – can significantly increase their brand value. To support our assertion, we begin by reviewing the literature on celebrity scandal. Following this, we illustrate how the creation of a scandalous narrative can fuel a celebrity career. To do so, we investigate the colourful career of the comedian-cum-revolutionary, Russell Brand. We conclude that, when combined, the 3Cs of his scandalous narrative – crafting, capering and commodifying – present, in combination, a viable means of gaining entry into the upper echelons of celebritydom.

Item Type: Chapter in book
Creators: Mills, S., Patterson, A. and Quinn, L.
Publisher: Routledge
Place of Publication: Abingdon
Date: 27 July 2017
ISBN: 9781138732537
Identifiers:
NumberType
10.4324/9781315188300DOI
1439088Other
Divisions: Schools > Nottingham Business School
Record created by: Laura Ward
Date Added: 20 May 2021 14:08
Last Modified: 20 May 2021 14:08
URI: http://irep.ntu.ac.uk/id/eprint/42892

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