Consumer Storytelling of Brand Archetypal Enactments
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 a...
| Main Authors: | , , |
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| Format: | Journal Article |
| Published: |
Inderscience Enterprises Ltd
2015
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/8964 |