Do you own any merchandise of a passed celebrity? A novelty mug of Queen Elizabeth, Kobe Bryant shoes, or a David Bowie t-shirt? This type of memorabilia is called “necro-branding” and it is a booming business.

Chris Baumann, Professor in Business at Macquarie University, joined us this morning to discuss what necro-branding is, why we like it, and what its future holds. 

Want to find out more?

Here’s the link to The Conversation article: https://theconversation.com/what-is-necro-branding-and-whats-it-got-to-do-with-elvis-princess-diana-and-taylor-swift-240989

And here’s the link to the in-depth academic article: https://www.tandfonline.com/doi/full/10.1080/19392397.2024.2393804