Title

Consumer enactments of archetypes using luxury brands

Publication Title

Journal of Business Research

Publication Date

10-2012

Document Type

Article

DOI

10.1016/j.jbusres.2011.10.009

Keywords

Archetypes; Visual narrative art; Storytelling; Brands; Myths

Disciplines

Business Administration, Management, and Operations | Marketing | Other Business

Abstract

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.

This document is currently not available here.


Share

COinS