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首页> 外文期刊>Journal of Business Research >Coke is It: How stories in childhood memories illuminate an icon
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Coke is It: How stories in childhood memories illuminate an icon

机译：可乐就是它：童年记忆中的故事如何照亮图标

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摘要

This paper builds on consumer storytelling theory and childhood memory research by proposing that earliest childhood memory stories are useful for developing brand myths and providing relevance to iconic brands. This article investigates consumers' childhood memories with Coca-Cola and finds that memories from early childhood are more predictive and insightful for understanding current brand attitudes than memories coming from adolescence. A focus group is unable to elicit memories from as early in life as the childhood memory session. In addition, the memories elicited by the group interviewer are not as relevant and meaningful to participants. When participants read experiences coming from the childhood memory session, those who connect with the earliest childhood memory stories have the strongest attitudes toward Coca-Cola. A discussion describes how this research method aids in generating insights about iconic brands and brands aspiring to become iconic.
机译：本文提出了消费者的叙事理论和童年记忆研究，提出了最早的童年记忆故事有助于发展品牌神话并与标志性品牌相关。本文通过可口可乐调查了消费者的童年记忆，发现与了解青春期记忆相比，童年记忆对理解当前的品牌态度更具预测性和洞察力。焦点小组无法从孩提时代的记忆期就开始唤起人们的记忆。此外，小组面试官引起的记忆与参与者的相关性和意义不大。当参与者阅读童年记忆课上的经验时，那些与最早的童年记忆故事相关的人对可口可乐的态度最强烈。讨论描述了这种研究方法如何帮助产生关于标志性品牌和渴望成为标志性品牌的见解。

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  • 来源
    《Journal of Business Research》 |2010年第3期|328-336|共9页
  • 作者

    Kathryn LaTour; Michael S. LaTour; George M. Zinkhan;

  • 作者单位

    Hospitality Marketing, University of Nevada, Las Vegas, 4505 Maryland Pkwy, Las Vegas, NV 89145, United States;

    rnMarketing Department at the University of Nevada, Las Vegas, 4505 Maryland Pkwy, Las Vegas, NV 89145, United States;

    rnDepartment of Marketing, Terry College of Business, University of Georgia, Athens, GA 30602, United States;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    childhood; memory; myth; icon; coca-cola; qualitative; brand;

    机译：童年;记忆;神话;图标;可口可乐;定性牌;

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