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Things Fall Apart: The Dynamics of Brand Audience Dissipation

Author

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  • Marie-Agnès Parmentier
  • Eileen Fischer
Abstract
Much prior work illuminates how fans of a brand can contribute to the value enjoyed by other members of its audience, but little is known about any processes by which fans contribute to the dissipation of that audience. Using longitudinal data on America's Next Top Model, a serial brand, and conceptualizing brands as assemblages of heterogeneous components, this article examines how fans can contribute to the destabilization of a brand's identity and fuel the dissipation of audiences of which they have been members. This work suggests that explanations focusing on satiation, psychology, or semiotics are inadequate to account for dissipation in the audience for serial brands. Moreover, the perspective advanced here highlights how fans can create doppelgänger brand images and contribute to the co-destruction of serial brands they have avidly followed.

Suggested Citation

  • Marie-Agnès Parmentier & Eileen Fischer, 2015. "Things Fall Apart: The Dynamics of Brand Audience Dissipation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(5), pages 1228-1251.
    • Handle: RePEc:oup:jconrs:doi:10.1086/678907
    DOI: 10.1086/678907
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    Cited by:

    1. von Richthofen, Georg & von Wangenheim, Florian, 2021. "Managing service providers in the sharing economy: Insights from Airbnb’s host management," Journal of Business Research, Elsevier, vol. 134(C), pages 765-777.
    2. Margaret C Campbell & Linda L Price, 2021. "Three Themes for the Future of Brands in a Changing Consumer Marketplace," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 48(4), pages 517-526.
    3. Cleopatra Veloutsou, 2023. "Enlightening the brand building–audience response link," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 550-566, November.
    4. Siebold, Nicole & Oelrich, Sebastian & Roche, Olivier P., 2023. "“I Am Your Partner, Am I Not?” An inquiry into stakeholder inclusion in platform organizations in times of crisis," Journal of Business Research, Elsevier, vol. 160(C).
    5. A. Rebecca Reuber, 2016. "An Assemblage–Theoretic Perspective on the Internationalization Processes of Family Firms," Entrepreneurship Theory and Practice, , vol. 40(6), pages 1269-1286, November.
    6. Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    7. Brown, Stephen & Wijland, Roel, 2015. "Profit from poetry: Bards, brands, and burnished bottom lines," Business Horizons, Elsevier, vol. 58(5), pages 551-561.
    8. Donna L Hoffman & Thomas P Novak & Eileen FischerEditor & Robert KozinetsAssociate Editor, 2018. "Consumer and Object Experience in the Internet of Things: An Assemblage Theory Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1178-1204.
    9. Syrjälä, Henna & Ruiz, Carlos Diaz & Leipämaa-Leskinen, Hanna & Luomala, Harri T., 2025. "From consumers to consumption: The socio-technical assemblage of the persona in market segmentation," Journal of Business Research, Elsevier, vol. 194(C).
    10. Jones, Scott & Cronin, James & Piacentini, Maria G., 2022. "Celebrity brand break-up: Fan experiences of para-loveshock," Journal of Business Research, Elsevier, vol. 145(C), pages 720-731.
    11. Volo, Serena & Wegerer, Philipp K., 2023. "Assemblage theory in tourism," Annals of Tourism Research, Elsevier, vol. 100(C).
    12. Chloe Preece & Finola Kerrigan & Daragh O’reilly & Eileen Fischer & J Jeffrey Inman & Julie L Ozanne, 2019. "License to Assemble: Theorizing Brand Longevity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(2), pages 330-350.
    13. Ashlee Humphreys, 2021. "The textuality of markets," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 304-315, December.
    14. Jabeen, Fauzia & Kaur, Puneet & Talwar, Shalini & Malodia, Suresh & Dhir, Amandeep, 2022. "I love you, but you let me down! How hate and retaliation damage customer-brand relationship," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    15. Tan, Teck Ming & Salo, Jari & Aspara, Jaakko, 2024. "You fooled me, so I’ll tell you about myself! personnel-related brand betrayal experiences and disclosure of personal information," Journal of Business Research, Elsevier, vol. 171(C).
    16. Giuseppe Pedeliento & Federico Mangiò & Gabriele Murtas & Daniela Andreini, 2023. "Market system dynamics (MSD): A process-oriented review of the literature," AMS Review, Springer;Academy of Marketing Science, vol. 13(3), pages 173-195, December.
    17. Tan, Teck Ming & Balaji, M.S. & Oikarinen, Eeva-Liisa & Alatalo, Sari & Salo, Jari, 2021. "Recover from a service failure: The differential effects of brand betrayal and brand disappointment on an exclusive brand offering," Journal of Business Research, Elsevier, vol. 123(C), pages 126-139.
    18. Robert V Kozinets & J Jeffrey InmanEditor & Margaret C CampbellEditor & Amna KirmaniEditor & Linda L PriceEditor, 2019. "Consuming Technocultures: An Extended JCR Curation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(3), pages 620-627.

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