Consumer enactments of archetypes using luxury brands
Journal of Business Research
Archetypes; Visual narrative art; Storytelling; Brands; Myths
Business Administration, Management, and Operations | Marketing | Other Business
This study explores the meaning of luxury brands through the use of visual narrative art created from studying consumer blog entries. The article describes visual narrative art as a qualitative research tool. Mapping contexts and stories that blog entries describe reveals the nature of the brand, the blogger, and interpretations by the visual narrative artists. This study extends the consumer storytelling literature that follows from creating VNA and its use for deepening understanding of consumer reports of their enactments of brand myths.
Megehee, Carol M. and Spake, Deborah F. (2012). Consumer enactments of archetypes using luxury brands. Journal of Business Research 65(10), 1434-1442. doi: 10.1016/j.jbusres.2011.10.009 Retrieved from http://digitalcommons.kent.edu/mrktentrpubs/2