Consumer storytelling of brand archetypal enactments
Bibliographic Data
| ID | 4315400 |
|---|---|
| Authors | Karlan Müller Muniz (Pontifícia Universidade Católica do Paraná), Arch G Woodside (0000-0002-2373-6243, Boston College), Suresh Sood (0000-0001-8965-0920) |
| Year | 2015 |
| Volume | 4 |
| Issue | 1 |
| Pages | 67 |
| Publication date | 2015-01-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Tourism Anthropology (JOURNAL) |
| Journal identifiers | ISSN: 1759-0442 • E-ISSN: 1759-0450 |
| Publisher | Inderscience Publishers (PUBLISHER • GB) |
| DOI | 10.1504/ijta.2015.067644 |
| OpenAlex | W2048319898 |
| Language | EN |
| Citations received | 1 |
| References cited | 13 |
The study here probes the perspective that consumers use certain brands as actors that play roles in the consumers’ lives and that help consumers as protagonists to enact roles that give them the feelings of achievement, well-being, and/or emotional excitement. The method enables the uncovering of archetypes as unconscious forces that drive consumers to specific actions implicitly and to a less extent, explicitly. The study employs two techniques: degrees-of-freedom analysis (DFA) to test whether or not consumer stories fit a given archetypal theme and visual narrative art (VNA) to confirm whether or not consumer’s own stories enact a specific archetype and how such enactments are done. This study offers an alternative for survey auditing consumer-brand relationships; the study here describes and explains the importance of narratives in consumer behaviour and the use of archetypes as universal themes that aid understanding of brand-consumer relationships. The study describes DFA and VNA with two examples of the use of these analytics
Advertising · Aesthetics · Archetype · Art · Audit · Business · Feeling · Literature · Narrative · Perspective (graphical · Sociology · Storytelling · Theme (computing · Unconscious mind · Computer Science · Consumer Behavior in Brand Consumption and Identification · Fashion and Cultural Textiles · Psychology · Social Psychology · Wine Industry and Tourism · Artificial Intelligence
When consumers and brands talk
The Unconscious Consumer
Dimensions of Brand Personality
Brands as intentional agents framework
Narrative and Self-Concept
Between the Hero and the Shadow
Resonance to archetypes in media
Culture and Consumption
Possessions and the Extended Self
Self-Construal, Reference Groups, and Brand Meaning
Beyond the Extended Self
The Effects of Brand Relationship Norms on Consumer Attitudes and Behavior
| Citations per year | 0.25 |
|---|---|
| Citation span | 2022 - 2022 (1) |
| Highly cited | No |