Brand magnification: when brands help people reconstruct their lives

• Published in: European journal of marketing 2022-04, Vol.56 (3), p.768-798
• Main Authors: Fuschillo, Gregorio, Cayla, Julien, Cova, Bernard
• Format: Article
• Language: English
• Subjects: Alienation; Art exhibits; Consumers; Consumption; Cultural anthropology; Culture; Customization; Marketing; Professional identity; Sovereignty
• ISSN: 0309-0566; 1758-7123; 0309-0566
• DOI: 10.1108/EJM-09-2020-0722

Purpose This paper aims to detail how consumers can harness the power of brands to reconstruct their lives. Design/methodology/approach The authors followed five brand devotees over several years, using various data collection methods (long interviews, observations, videos, photographs and secondary data) to study how they reconstructed their lives with a brand. Findings Consumers transform their existence through a distinctive form of brand appropriation that the authors call brand magnification, which unfolds: materially, narratively and socially. First, brand devotees scatter brand incarnations around themselves to remain in touch with the brand because the brand has become an especially positive dimension of their lives. Second, brand devotees mobilize the brand to craft a completely new life story. Finally, they build a branded clan of family and friends that socially validates their reconstructed identity. Research limitations/implications The research extends more muted depictions of brands as soothing balms calming consumer anxieties; the authors document the mechanism through which consumers remake their lives with a brand. Practical implications The research helps rehabilitate the role of brands in contemporary consumer culture. Organizations can use the findings to help stimulate and engage employees by unveiling the brand’s life-transforming potential for consumers. Originality/value The authors characterize a distinctive, extreme and unique form of brand appropriation that positively transforms consumer lives.