How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic

Giesler, Markus (2012), “How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic,” Journal of Marketing, 76 (November), 55-68.

14 Pages Posted: 14 Jul 2014

Date Written: November 1, 2012

Abstract

Using actor-network theory from sociology, the author explores the creation of new markets as a brand-mediated legitimation process. Findings from an eight-year longitudinal investigation of the Botox Cosmetic brand suggest that the meanings of a new cosmetic self-enhancement technology evolve over the course of contestations between brand images promoted by the innovator and doppelgänger brand images promoted by other stakeholders. Each contestation addresses an enduring contradiction between nature and technology. A four-step brand image revitalization process is offered that can be applied either by managers interested in fostering an innovation’s congruence with prevailing social norms and ideals or by other stakeholders (e.g., activists, competitors) interested in undermining its marketing success. The findings integrate previously disparate research streams on branding and market creation and provide managers with the conceptual tools for sustaining a branded innovation’s legitimacy over time.

Keywords: branding, doppelgänger brand image, innovation diffusion, actor-network theory, Botox

Suggested Citation

Giesler, Markus, How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic (November 1, 2012). Giesler, Markus (2012), “How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic,” Journal of Marketing, 76 (November), 55-68. , Available at SSRN: https://ssrn.com/abstract=2465454

Markus Giesler (Contact Author)

Schulich School of Business ( email )

4700 Keele Street
Toronto, Ontario M3J 1P3
Canada

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