Show simple item record

dc.contributor.authorMuniz, K.
dc.contributor.authorWoodside, Arch
dc.contributor.authorSood, S.
dc.identifier.citationMuniz, K. and Woodside, A. and Sood, S. 2015. Consumer Storytelling of Brand Archetypal Enactments. International Journal of Tourism Anthropology. 4 (1): pp. 67-88.

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.

dc.publisherInderscience Enterprises Ltd
dc.subjectconsumer narrative
dc.subjectconsumer-brand relationship
dc.subjectvisual narrative art
dc.subjectdegrees-of-freedom analysis
dc.titleConsumer Storytelling of Brand Archetypal Enactments
dc.typeJournal Article
dcterms.source.titleInternational Journal of Tourism Anthropology
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access

Files in this item


This item appears in the following Collection(s)

Show simple item record