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

  title={How Doppelg{\"a}nger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox Cosmetic},
  author={Markus Giesler},
  journal={Journal of Marketing},
  pages={55 - 68}
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… Expand

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