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Consumer enactments of archetypes using luxury brands

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  • Megehee, Carol M.
  • Spake, Deborah F.

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.

Suggested Citation

  • Megehee, Carol M. & Spake, Deborah F., 2012. "Consumer enactments of archetypes using luxury brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1434-1442.
  • Handle: RePEc:eee:jbrese:v:65:y:2012:i:10:p:1434-1442
    DOI: 10.1016/j.jbusres.2011.10.009
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    References listed on IDEAS

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    Cited by:

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    2. Krzysztof Stepaniuk & Anna Sturgulewska, 2020. "Hitchhiking Experiences and Perception of Affective Label Polarity in Social Networking Sites—Potential Memetic Implications for Digital Visual Content Management," Sustainability, MDPI, vol. 13(1), pages 1-13, December.
    3. Koronaki, Eirini & Kyrousi, Antigone G. & Panigyrakis, George G., 2018. "The emotional value of arts-based initiatives: Strengthening the luxury brand–consumer relationship," Journal of Business Research, Elsevier, vol. 85(C), pages 406-413.
    4. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    5. Aurélie Kessous & Pierre Valette-Florence & Virginie de Barnier, 2016. "Luxury watch possession and dispossession from father to son: A poisoned gift? Pierre Valette-Florence, Professor, IAE de Grenoble," Post-Print hal-01472038, HAL.
    6. Fetscherin, Marc & Heinrich, Daniel, 2015. "Consumer brand relationships research: A bibliometric citation meta-analysis," Journal of Business Research, Elsevier, vol. 68(2), pages 380-390.
    7. Krajina Anida & Husić-Mehmedović Melika & Koštrebić Kemal, 2021. "Can You See How it Smells? What Eye Tracking Can Tell us about the Shelf Management of Luxury Perfumes," South East European Journal of Economics and Business, Sciendo, vol. 16(1), pages 93-106, June.
    8. Llamas, Rosa & Thomsen, Thyra Uth, 2016. "The luxury of igniting change by giving: Transforming yourself while transforming others' lives," Journal of Business Research, Elsevier, vol. 69(1), pages 166-176.
    9. Ko, Eunju & Megehee, Carol M., 2012. "Fashion marketing of luxury brands: Recent research issues and contributions," Journal of Business Research, Elsevier, vol. 65(10), pages 1395-1398.
    10. Huan Chen & Ye Wang, 2017. "Connecting or disconnecting: luxury branding on social media and affluent Chinese female consumers’ interpretations," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 562-574, November.
    11. Anido Freire, N., 2014. "When luxury advertising adds the identitary values of luxury: A semiotic analysis," Journal of Business Research, Elsevier, vol. 67(12), pages 2666-2675.
    12. Hollenbeck, Candice R. & Patrick, Vanessa M., 2016. "Mastering survivorship: How brands facilitate the transformation to heroic survivor," Journal of Business Research, Elsevier, vol. 69(1), pages 73-82.
    13. Boukis, Achilleas, 2023. "Storytelling in initial coin offerings: Attracting investment or gaining referrals?," Journal of Business Research, Elsevier, vol. 160(C).
    14. Ardelet, Caroline & Slavich, Barbara & de Kerviler, Gwarlann, 2015. "Self-referencing narratives to predict consumers' preferences in the luxury industry: A longitudinal study," Journal of Business Research, Elsevier, vol. 68(9), pages 2037-2044.
    15. Ahmed, Iram & Arnott, David & Dacko, Scott & Wilson, Hugh N., 2022. "Trying on a role: Mentoring, improvisation and social learning in luxury retailing," Journal of Business Research, Elsevier, vol. 144(C), pages 1039-1051.

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