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Royal Fever Cele C. Otnes

Royal Fever By Cele C. Otnes

Royal Fever by Cele C. Otnes


$10.99
Condition - Very Good
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Summary

Explores how and why consumers around the world leverage a wide range of products, services, and experiences to satisfy their fascination with the British Royal Family brand. This book focuses on the important role the Royal Family continues to play in many people's lives and its ongoing contribution as a pillar of iconic British culture.

Royal Fever Summary

Royal Fever: The British Monarchy in Consumer Culture by Cele C. Otnes

No monarchy has proved more captivating than that of the British Royal Family. Across the globe, an estimated 2.4 billion people watched the wedding of Prince William and Catherine Middleton on television. In contemporary global consumer culture, why is the British monarchy still so compelling? Rooted in fieldwork conducted from 2005 to 2014, this book explores how and why consumers around the world leverage a wide range of products, services, and experiences to satisfy their fascination with the British Royal Family brand. It demonstrates the monarchy's power as a brand whose narrative has existed for more than a thousand years, one that shapes consumer behavior and that retains its economic and cultural significance in the twenty-first century. The authors explore the myriad ways consumer culture and the Royal Family intersect across collectors, commemorative objects, fashion, historic sites, media products, Royal brands, and tourist experiences. Taking a case study approach, the book examines both producer and consumer perspectives. Specific chapters illustrate how those responsible for orchestrating experiences related to the British monarchy engage the public by creating compelling consumer experiences. Others reveal how and why people devote their time, effort, and money to Royal consumption--from a woman who boasts a collection of over 10,000 pieces of British Royal Family trinkets to a retired American stockbroker who spends three months each year in England hunting for rare and expensive memorabilia. Royal Fever highlights the important role the Royal Family continues to play in many people's lives and its ongoing contribution as a pillar of iconic British culture.

About Cele C. Otnes

Cele C. Otnes is Professor of Marketing at the University of Illinois at Urbana-Champaign and the author of Cinderella Dreams: The Allure of the Lavish Wedding. Pauline Maclaran is Professor of Marketing and Consumer Research at Royal Holloway, University of London.

Table of Contents

List of Figures and Tables Preface Acknowledgments Proclaimed English/British Monarchs:1066-Present Key Events in the British Royal Family since 1981 Introduction: The Politics and Business of Monarchy 1 * The Magnetism of the Monarchy 2 * The Roots of Royal Fever 3 * A Head Full of Royal: Margaret Tyler's Majestic World 4 * The Face on the Tea Towels: The Global Quest for Diana 5 * Pomp and Popcorn: The British Royal Family on Stage and Screen 6 * Marketing the Monarchy 7 * Storying the Monarchy: Royal Tourism and Historic Royal Palaces 8 * Weekends in Windsor: Castles, China, and Corgis

Additional information

GOR012356396
9780520273665
0520273664
Royal Fever: The British Monarchy in Consumer Culture by Cele C. Otnes
Used - Very Good
Paperback
University of California Press
20151019
384
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Royal Fever