Consumer enactments of archetypes using luxury brands

Carol M. Megehee and Deborah F. Spake

Journal of Business Research, 2012, vol. 65, issue 10, 1434-1442

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.

Keywords: Archetypes; Visual narrative art; Storytelling; Brands; Myths (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:10:p:1434-1442

DOI: 10.1016/j.jbusres.2011.10.009

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