perpetuate (verb)

1. By constantly retelling that hilarious story, we perpetuate it as a popular joke among our group of friends.

2. The syndication of classic cartoons like Tom and Jerry perpetuates their popularity across generations.

3. Fashion trends can be perpetuated by influential designers and celebrities who continue to endorse them.

4. The ancient Greeks believed that their rituals and sacrifices would perpetuate the favor of the gods.