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Royal FeverThe British Monarchy in Consumer Culture$
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Cele C. Otnes and Paulin Maclaran

Print publication date: 2015

Print ISBN-13: 9780520273658

Published to California Scholarship Online: September 2016

DOI: 10.1525/california/9780520273658.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 23 September 2021

The Magnetism of the Monarchy

The Magnetism of the Monarchy

(p.17) One The Magnetism of the Monarchy
Royal Fever

Cele C. Otnes

Pauline Maclaran

University of California Press

This chapter traces the pervasiveness of the royal family as a cultural and global phenomenon, looking at its past and present embeddedness in the popular imagination. With the increasing democratization of the monarchy, royal consumers can make a vast array of choices in the marketplace, and the types of engagement range from the mainstream to the downright eccentric. This chapter also presents a conceptualization of the royal family as a composite of five types of brands: global, human, family, heritage, and luxury. Referring to this entity as the Royal Family Brand Complex (RFBC), the authors argue these various components are key to understanding the continuing fascination with the royal family.

Keywords:   popular imagination, democratization, brands, global brand, human brand, family brand, heritage brand, luxury brand, royal family brand complex

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