Consumer enactments of archetypes using luxury brands

Carol M. Megehee; Deborah F. Spake

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Consumer enactments of archetypes using luxury brands

机译：消费者使用奢侈品牌制定的原型

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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.

机译：这项研究通过使用通过研究消费者博客条目创建的视觉叙事艺术来探索奢侈品牌的含义。本文将视觉叙事艺术描述为定性研究工具。映射博客条目描述的上下文和故事可以揭示品牌，博客的性质以及视觉叙事艺术家的诠释。这项研究扩展了创建VNA所产生的消费者叙事文献，并将其用于加深对消费者对其品牌神话的理解的报告。

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来源
《Journal of Business Research》 |2012年第10期|p.1434-1442|共9页
作者
Carol M. Megehee; Deborah F. Spake;
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作者单位

Coastal Carolina University, E. Craig Wall, Sr., College of Business Administration, P.O. Box 261954, Conway, SC 29528-6054, United States;

University of South Alabama, Mitchell College of Business, 5811 USA Drive South, Room 133, Mobile, AL 36688, United States;

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原文格式 PDF
正文语种 eng
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关键词
archetypes; visual narrative art; storytelling; brands; myths;

机译：原型视觉叙事艺术评书;品牌;神话;

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机译：消费者品牌融合：消费者品牌参与度和品牌忠诚度的版式和复杂度建模
2. The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers' preferences for loud versus quiet luxury? [J] . Journal of Brand Management . 2020,第2期

机译：品牌突出和奢侈品设计在奢侈品牌建设中的作用：驱动消费者对大声的偏好，与安静的奢侈品的偏好是什么？
3. The role of brand prominence and extravagance of product design in luxury brand building: What drives consumers' preferences for loud versus quiet luxury? [J] . Greenberg Darla, Ehrensperger Elena, Schulte-Mecklenbeck Michael, Mathematical research letters: MRL . 2020,第2期

机译：品牌突出和奢侈品设计在奢侈品牌建设中的作用：驱动消费者对大声的偏好，与安静的奢侈品的偏好是什么？
4. If You Want Happiness, Buy Luxury Brands: The Potential of Luxury Brands to Make Consumers Happy [C] . Verena Batt, Stefanie Schnebelen, Manfred Bruhn Winter Marketing Academic Conference . 2016

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5. Luxury Fashion Brands: How Brand Personality, Mediated by Perceived Brand Luxury, and Moderated by Brand Experience, Contributes to Brand Equity [D] . Jia, Han. 2017

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6. Psychological switching mechanism of consumers luxury and non-luxury brand attitude formation: the effect of store location prestige and self-congruity [O] . Ken Kumagai, Shinya Nagasawa 2019

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7. Consumer storytelling of brand archetypal enactments [O] . Karlan M. Muniz, Arch G. Woodside, Suresh Sood 2015

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Consumer enactments of archetypes using luxury brands

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