Drawing upon extensive research in luxury, we investigate how firms manage to sustain charismatic legitimacy over a succession of charismatic heirs. We question the presumption that charismatic legitimacy is personal and transitory. Instead, we show that man-agement can deal with the inherent human limitations of charis-matic legitimacy by forming a brand dynasty. We define a brand dynasty as a brand in which a series of persons (brand heirs) embody the brand persona that is defined by reference to a brand founder. Our analysis identifies three general managerial practices that together transfer and when repeated sustain brand charismatic legitimacy.
ARNOULD, E. et DION, D. (2023). Brand dynasty: managing charismatic legitimacy over time. Journal of Marketing Management, 39(3-4), pp. 338-366.