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

Mills, S ORCID: https://orcid.org/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: Brownlie, D, Hewer, P and Kerrigan, F, 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:	Number Type 10.4324/9781315188300 DOI 1439088 Other
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	20 May 2021 14:08
Last Modified:	20 May 2021 14:08
URI:	https://irep.ntu.ac.uk/id/eprint/42892

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