Brand Morphogenesis: The Role of Heterogeneous Consumer Sub-assemblages in the Change and Continuity of a Brand

Susanna Molander, Jacob Ostberg, Lisa Peñaloza

Journal of Consumer Research · 2023 · Volume 49 · Issue 5

Abstract

How do brands change in environments defined by increasing consumer heterogeneity? Drawing on assemblage theory, this research develops the concepts of brand morphogenesis and consumer sub-assemblage to explain how heterogeneous consumer groups instigate, reinforce, and hinder the evolution of a brand. This longitudinal case study of a Swedish fashion brand delineates the role of heterogeneous consumer sub-assemblages in the continual process of emergence and transformation of a brand assemblage through space and time—a process defined as brand morphogenesis. The findings detail brand morphogenesis in the sub-assemblage dynamics of exploration, actualization, and habituation of value, as heterogeneous consumer groups form consumer sub-assemblages in interaction with other brand components and interact in patterns of coexisting with, coopting, and contesting other sub-assemblages. By charting consumers’ value negotiations as they play out within and among consumer sub-assemblages, this research contributes to understanding continuity and change for brands that face increasing consumer heterogeneity.

Keywords

brand assemblage, consumer subassemblage, heterogeneity, value arrangements, consumer culture theory

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