مصوبات مصرف کننده از آرکی تایپ ها با استفاده از نام های تجاری (برند) لوکس
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|2002||2012||9 صفحه PDF||سفارش دهید||6239 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Business Research, Volume 65, Issue 10, October 2012, Pages 1434–1442
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
Visual narrative art (VNA) is useful for mapping scenes or episodes in a story through multiple media forms–photographs, drawings, clip art, dance, video, and symbols–to convey imagery and meaning of events in the story (Megehee and Woodside, 2010, Woodside and Megehee, 2010a and Woodside and Megehee, 2010b). Nonverbal VNA is one of the oldest forms of human storytelling and sense-making (e.g., cave paintings and interpretive dance) and remains a major form of communication in the 21st century. Fig. 1 is an example of VNA in a four-panel storyboard. The storyboard bonds four separate stories into a meta-story. Panel 1 shows the story of a siren luring sailors (men) to destruction with their beauty. Panel 2 shows the tale of Medusa, a siren, in Greek mythology. Panel 3 shows the viewer that Versace high fashion brand is Medusa. Panel 4 shows the consumer that she transforms into a siren via buying Versace and enacting the siren myth. The consumer likely is aware only unconsciously of the connecting details of the transformations in the meta-story and her accomplishing the transformation into the archetype of a dangerous siren capable of luring men to destruction. Creating VNA informs description and explanation of such archetypal transformations.This study proposes and empirically examines the proposition that creating and interpreting VNA helps to transform implicit meanings in stories into consciousness—meanings that otherwise are likely to remain completely implicit, puzzling, or obscure to storytellers and audiences. The study explicates the process of creating VNA, includes examples of the artistic outcomes of the process with interpretations, and provides implications for marketing theory and management practice. The findings extend the view that consumers acquire experiences rather than seeking products and services—experiences that serve as vessels for consumers to enact archetypal myths. These largely unconscious archetypal forces drive consumers to acquire experiences involving products, services, and brands as props/tools and expressions of self (e.g., “I am Jeep”; “I transform into a Siren after putting on my Versace coat”). This study answers calls for broadening storytelling research in marketing (Hopkinson and Hogarth-Scott, 2001) and extends Megehee's and Woodside's (2010) call for reporting creations of VNA for luxury brand experiences. Such VNA creations represent a pedagogical tool for interpreting the meanings of luxury brands in the stories that consumers tell. The study includes reviewing the nature of luxury brands in the marketing literature, as well as the rationale for using the technique of creating VNA to improve sense-making into the meanings that brands convey. The research relies on the theory of the extended-self and dual-system mental processing theory.
نتیجه گیری انگلیسی
The literature reviewed supports the proposition that most communications-within-a-context are nonverbal (Woodside and Megehee, 2010b), that consumers think in stories–primarily in picture form–and that System 1 thinking (automatic, implicit, holistic, old, emotional, low-effort, visual, and primal) plays a large role in consumption of luxury brands since the quality and value of a luxury brand often manifests itself in symbolic and affective performance. Creating and interpreting VNA helps to bring out unconscious thinking, emotion-based associations, brand personality attributes, affective-based motives, and other attributes of the brand that cannot be easily captured in more logical, quantitative methods of research. This study expands upon consumer storytelling literature by eliciting conscious and unconscious thoughts associated with brands and their meaning. It further expands the growing literature on VNA and its useful application in better understanding consumer behavior. This technique offers marketing researchers a method for deeply understanding (un)conscious motives for luxury brand purchasing and the associated myths that these brands support. As such, it provides insights for developing effective marketing and advertising strategies to reach these consumers. Therefore, the technique has possible managerial implications for brand managers, advertising executives, and retailers alike as they seek to better understand consumer-brand associations and the effective use of archetypal myths to motivate consumer product adoption. Likewise, VNA offers a deep understanding of the brand experience and may have managerial implications for encouraging positive consumer-brand relationship building efforts and/or avoiding negative associations for the intended audience. Though this study explicates the use of VNA as it relates to archetypes and luxury brands, several limitations should be mentioned. First, this study explored archetypes using VNA related only to luxury brands. Future researchers are encouraged to use the technique for other types of brands such as service encounters, tourism destinations, brand communities, or any consumer purchase involving emotional or symbolic meaning. Second, undergraduate students were the creators of the VNA in this study which may have skewed the luxury brands selected and the interpretations of the VNA toward a younger American audience. Other types of consumers may have selected a different set of brands and/or different imagery to reflect the story told in the blog. Comparisons among different groups are encouraged in future research, though selecting VNA creators as being representative of the target audience for these brands would likely yield the best results for managers. Third, while blogs provide a rich source of consumer-brand information, other types of information sources may be useful for VNA including websites, social networking sites, and Twitter feeds; as well as more traditional sources of consumer information such as transcribed in-depth interviews and diaries. Enhanced understanding of archetypal myths offers insights into the role these myths play in the way that consumers respond to brands. Recent research reveals that consumers may take on the brand personalities of the products they use (Park and John, 2010). Therefore, VNA extends brand research by offering a technique to delve into brand associations, personalities, and reveal entire story lines as presented in visual art.