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Research Seminar – Prof. Chris Baumann

Prof. Chris Baumann
（只提供英文版本）

A research talk seminar was held on 23 April 2026, featuring Prof. Chris Baumann from Macquarie Business School, Macquarie University. The seminar, titled “Necro‑Branding, Elvis Presley, and Research Advice,” examined how celebrity influence can persist well beyond a person’s lifetime, and how personal interest can shape meaningful academic research.
Prof. Chris Baumann

The seminar introduced necro‑branding as a concept used to explain the sustained influence and potential commercial value of celebrities who have passed away. Rather than diminishing over time, such influence may last much longer than commonly expected. The framework offers an overview of how a celebrity’s name, image, and symbolic identity can continue to generate recognition and value after death.

Elvis Presley was used as a key example to illustrate necro‑branding. While his songs may not be familiar to everyone today, his name and iconic hairstyle remain widely recognised across different age groups and cultures. This broad recognition, independent of active music consumption, demonstrates the enduring influence of his personal brand. The case highlights how celebrity impact can extend beyond original creative output and remain embedded in popular culture.
Prof. Chris Baumann

In addition to discussing necro‑branding, Prof. Baumann shared reflections on academic research and career development. He noted that pursuing research topics aligned with one’s personal passion can be beneficial. His Elvis‑related project was not initially designed as a highly strategic or top‑journal‑driven study, but rather emerged from an interest in music.

The outcome of the project extended beyond academic publication. It attracted scholarly attention as well as press and public interest, which in turn helped broaden the reach and impact of the research. The example illustrated how research grounded in genuine interest can lead to outcomes that exceed original expectations.
Prof. Chris Baumann
The seminar provided insights into both contemporary branding research and academic practice. By linking the concept of necro‑branding with personal research experience, the session encouraged participants to consider how long‑term influence is formed — and how meaningful research pathways can develop from individual curiosity and interest.