When Narrative Brands End: The Impact of Narrative Closure and Consumption Sociality on Loss Accommodation

Journal of Consumer Research, 40 (April 2014), 1039-62

24 Pages Posted: 18 Nov 2015 Last revised: 22 Nov 2015

See all articles by Cristel Russell

Cristel Russell

American University - Kogod School of Business

Hope Schau

University of Arizona

Date Written: 2014

Abstract

This research emically documents consumers’ experience of the end of a favorite television series. Anchored in the domain of evolving narrative brands, of which TV series are an archetypal example, this work draws from narrative theory, brand relationship theory and basic research on interpersonal loss to document the processes of loss accommodation. We triangulate across data sources and methods (extended participant observation, long interview and online forum analysis) to unfold the processes of loss accommodation triggered by brand discontinuation. Accommodation processes and post-withdrawal relationship trajectories depend upon the nature and closural force of the narrative inherent to the brand but also the sociality that surrounds its consumption. Consumption sociality allows access to transitive and connective resources that facilitate the processes of accommodation during critical junctures in consumer-brand relationships.

Suggested Citation

Russell, Cristel and Schau, Hope, When Narrative Brands End: The Impact of Narrative Closure and Consumption Sociality on Loss Accommodation (2014). Journal of Consumer Research, 40 (April 2014), 1039-62. Available at SSRN: https://ssrn.com/abstract=2691741

Cristel Russell (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

Hope Schau

University of Arizona ( email )

Department of History
Tucson, AZ 85721
United States
520-626-2976 (Phone)

HOME PAGE: http://marketing.eller.arizona.edu/faculty/hschau.asp

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