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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: 25 September 2021

The Roots of Royal Fever

The Roots of Royal Fever

(p.44) Two The Roots of Royal Fever
Royal Fever

Cele C. Otnes

Pauline Maclaran

University of California Press

This chapter examines the factors that bolster the commercial uniqueness and appeal of the royal brand, many of which are supported by discourses that feed or tap into the growth of consumer culture. First, it discusses five key internal characteristics (those emanating from some aspect of the British crown): longevity, stability, the British Commonwealth, marketing expertise, and ritualized cultural practices. Then it identifies the five main external characteristics (all pertaining to some aspect of British, global, or consumer culture): nobility, marketplace offerings, Anglophilia, British humor, and London. Overall, the chapter emphasizes the importance of the monarchy contributing to the cultural discourses that shape people’s consumption habits as a key success factor in retaining contemporary relevance.

Keywords:   royal brand, consumer culture, British crown, British Commonwealth, ritualized cultural practices, nobility, Anglophilia, British humor, London

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