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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...

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Bibliographic Details
Main Authors:	Muniz, K., Woodside, Arch, Sood, S.
Format:	Journal Article
Published:	Inderscience Enterprises Ltd 2015
Subjects:	consumer narrative consumer-brand relationship Archetype visual narrative art degrees-of-freedom analysis VNA DFA
Online Access:	http://hdl.handle.net/20.500.11937/8964

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