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    Consumer Storytelling of Brand Archetypal Enactments

    229447_229447.pdf (858.7Kb)
    Access Status
    Open access
    Authors
    Muniz, K.
    Woodside, Arch
    Sood, S.
    Date
    2015
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Muniz, K. and Woodside, A. and Sood, S. 2015. Consumer Storytelling of Brand Archetypal Enactments. International Journal of Tourism Anthropology. 4 (1): pp. 67-88.
    Source Title
    International Journal of Tourism Anthropology
    DOI
    10.1504/IJTA.2015.067644
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/8964
    Collection
    • Curtin Research Publications
    Abstract

    The study here probes the perspective that consumers use certain brands as actors that play roles in the consumers’ lives and that help consumers as protagonists to enact roles that give them the feelings of achievement, well-being, and/or emotional excitement. The method enables the uncovering of archetypes as unconscious forces that drive consumers to specific actions implicitly and to a less extent, explicitly. The study employs two techniques: degrees-of-freedom analysis (DFA) to test whether or not consumer stories fit a given archetypal theme and visual narrative art (VNA) to confirm whether or not consumer’s own stories enact a specific archetype and how such enactments are done. This study offers an alternative for survey auditing consumer-brand relationships; the study here describes and explains the importance of narratives in consumer behaviour and the use of archetypes as universal themes that aid understanding of brand-consumer relationships. The study describes DFA and VNA with two examples of the use of these analytics.

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