Royal Fever

Launched last week, a book by Royal Holloway marketing expert Pauline Maclaran, Royal Fever, examines the British Royal Family and consumer culture.

With co-author Cele C Otnes of the University of Illinois, Professor Maclaran takes a fascinating journey through tourism, popular culture and memorabilia to create a portrait of the major global brand that is the British monarchy.

The Queen with College Principal Paul Layzell during her recent visit to Royal Holloway

In 2011, an estimated 2.4 billion people across the globe watched the wedding of Prince William and Catherine Middleton on television. Now, as the UK and countries in the Commonwealth prepare to celebrate The Queen’s 90th birthday in June 2016, the authors shine a light on contemporary obsession with celebrity, fame and lineage.

An enduring British brand

In existence for more than a thousand years, the British Monarchy brand continues to shape consumer behaviour and maintain its economic and cultural significance in the present day. Using fieldwork conducted from 2005 to 2014, Royal Fever explores the myriad interactions between consumer culture and the Royal Family, exploring collectors, commemorative objects, fashion, historic sites, media products, Royal brands, and tourist experiences. Taking a case study approach, the book looks at both producer and consumer perspectives, from the organisers of ‘Royal’ tours to a woman who boasts a collection of over 10,000 pieces of Royal Family trinkets.

King Charles 1 was beheaded during a revolution in 1747

Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Managementat Royal Holloway.  Her research focuses on cultural aspects of contemporary consumption, particularly in relation to gender issues, as well as fantasy retail environments and how the built environment mediates social relationships.