Jump to ContentJump to Main Navigation
Royal FeverThe British Monarchy in Consumer Culture$
Users without a subscription are not able to see the full content.

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

Show Summary Details
Page of

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

Marketing the Monarchy

Marketing the Monarchy

Chapter:
(p.164) Six Marketing the Monarchy
Source:
Royal Fever
Author(s):

Cele C. Otnes

Pauline Maclaran

Publisher:
University of California Press
DOI:10.1525/california/9780520273658.003.0007

This chapter focuses on how the RFBC consistently intersects with the marketplace in ways both in and out of royal control. From visiting traditional manufacturers and merchants who bear royal warrants to snapping up endless varieties of commemoratives in souvenir shops, people can experience the intersection of marketing and the monarchy in myriad ways. The RFBC’s interface with commerce through the granting of royal warrants dates back many centuries. Yet the strategic decision to develop their own consumer brands (such as the Windsor Farm Shops) is a much newer phenomenon, and, in part, reflects the growing pressure on the royal family to contribute in some meaningful way to Britain’s economy. Other marketplace intersections with royalty are outside the control of the RFBC, such as auctions and internet sites that deal in royal memorabilia and have the power to present the RFBC in less positive ways.

Keywords:   marketplace, royal warrants, souvenir, tourists, commerce, consumer brands, auctions, internet sites, royal memorabilia

California Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.