1. Open Access Kent State
  2. Consumer enactments of archetypes using luxury brands
Author(s)
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.
Format
Article
Identifier(s)
10.1016/j.jbusres.2011.10.009
Publication Date
2012-10-01
Publication Title
Journal of Business Research
Volume
65
Issue
10
First Page
1434
Last Page
1442
Keywords
Subject
Community
Department of Marketing and Entrepreneurship
Permalink https://oaks.kent.edu/mrktentrpubs/2
Megehee, C., & Spake, D. (2012). Consumer enactments of archetypes using luxury brands. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2011.10.009
Megehee, Carol, and Deborah Spake. 2012. “Consumer Enactments of Archetypes Using Luxury Brands”. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2011.10.009.
Megehee, C., and D. Spake. Consumer Enactments of Archetypes Using Luxury Brands. Journal of Business Research, 1 Oct. 2012, doi:10.1016/j.jbusres.2011.10.009.