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}
  • M. Giesler
  • Published 1 November 2012
  • Business
  • Journal of Marketing
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… 

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