CABS: Consumer Archetype Brand Storytelling

• 영문명: CABS: Consumer Archetype Brand Storytelling
• 발행기관: 한국마케팅과학회
• 저자명: Arch G. Woodside
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Spring International Conference, 65~82쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.05.30

영문 초록

  Consumers tell stories to themselves and others to help make sense of their own lived experiences and to achieve what Aristotle refers to as “proper pleasure,” and to enable archetype enactments In their lives. This article describes how Jung’s theory of archetypes affects stories marketers and consumers tell about buying and use experiences involving brands. The article presents a consumer theory of archetype brand storytelling. The report includes details of one consumer’s story of buying and wearing a Versace coat. Implications for brand management and consumer research theory close the discussion.

목차

〈Abstract〉
What Makes People Tell Stories
Why Humans Tell Stories?
Consumer Storytelling Theory
An Example of a Consumer Story with an Archetype Interpretation
Implications for Marketing and Advertising Strategy
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