Consumer storytelling of brand archetypal enactments

Muniz, Karlan Muller; Woodside, Arch G.; Sood, Suresh

doi:10.1504/ijta.2015.067644

Cited by 14 publications

(5 citation statements)

References 36 publications

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“…There is theoretical support for associating the three brands to specific archetypes and clusters. Apple is included in the creator archetype and the "stability and control" cluster (Haddad et al, 2015;Muniz and Woodside, 2015); Facebook can be included in the "Regular Guy" archetype and in the "belonging and enjoyment" cluster (Roberts, 2010); and Amazon can be included in the explorer archetype and the "independence and fulfillment" cluster (Mark and Pearson, 2001;Hwang, 2017). For each archetype, it is possible to associate specific sentences and words.…”

Section: Methodology and Field Researchmentioning

confidence: 99%

“…Many brands are representations of "modern myths," containing cognitive elements, emotional elements, and unconscious processes. Brand archetypes and myths are considered allegories that support the construction of brand-consumer relationships (Muniz and Woodside, 2015). In this context, specific brands may play a pivotal role in enabling consumers to achieve the proper pleasures that facilitate an implicit brand recognition and consumer-brand relationships and experiences (Woodside et al, 2008).…”

Section: Brand Personality and Brand Archetypesmentioning

confidence: 99%

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The meaning of a brand? An archetypal approach

Xara-Brasil

Hamza

Feldman

2018

REGE

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Purpose-The purpose of this paper is to analyze customers' perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries. Design/methodology/approach-The authors measured consumers' perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts. Findings-Empirical evidence shows that there is proximity between the literature review and the associationswords and sentencesthat consumers from different countries make with those brands. This consistency of results is significantly higher for word associations. Originality/value-Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.

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Section: Methodology and Field Researchmentioning

confidence: 99%

Section: Brand Personality and Brand Archetypesmentioning

confidence: 99%

The meaning of a brand? An archetypal approach

Xara-Brasil

Hamza

Feldman

2018

REGE

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“…However, consumers develop a variety of rich relationships with brands and, arguably, boiling down to the two dimensions of warmth and competence forfeits some of that variety and depth (Fournier & Alvarez, 2012; Keller, 2012; MacInnis, 2012). Further, consumer storytelling about brand archetypes can convey the richness and complexity of consumer–brand relationships, in this view (Muniz et al, 2015).…”

Section: Consumer Brand Relationshipsmentioning

confidence: 99%

Social perception of brands: Warmth and competence define images of both brands and social groups

Kervyn¹,

Malone²

2021

Consumer Psychology Review

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People form impressions about brands as they do about social groups. The Brands as Intentional Agents Framework (BIAF) a decade ago derived from the Stereotype Content Model (SCM) two dimensions of consumers' brand perception: warmth (worthy intentions) and competence (ability). The BIAF dimensions and their predictive validity have replicated the general primacy of warmth (intentions) and developed the congruence principle of fit to context. BIAF domains include various brands, product design, and countries as origins of products and as travel destinations. Brand anthropomorphism plays a role in perceiving brands' morality, personality, and humanity. Consumer–brand relations follow from anthropomorphism: perceived brand‐self congruence, brand trust, and brand love. Corporate social (ir)responsibility and human relations, especially warm, worthy intent, interplay with BIAF dimensions, as do service marketing, service recovery, and digital marketing. Case studies describe customer loyalty, especially to warm brands, corresponds to profits, charitable donations, and healthcare usage. As the SCM and BIAF evolve, research potential regards the dimensions and beyond. BIAF has stood the tests of time, targets (brands, products, and services), and alternative theory (brand personality, brand relationships), all being compatible. Understanding how people view corporations as analogous to social groups advances theory and practice in consumer psychology.

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“…Since then, consumer research scholars have embraced theories and methods from the humanities, and more specifically narratives, to understand consumption (Shankar et al , 2001). Storytelling research has been applied to analyze consumer stories in travel blogs (Martin and Woodside, 2011; Tussyadiah and Fesenmaier, 2007) and to confirm if consumers’ own stories enact a specific archetype and how such enactments occur (Muniz et al , 2015). Other studies have examined storytelling in an advertising context and have shown that narratively structured ads result in positive brand attitudes and behavioral intentions, compared to advertisements without consumer narratives (Escalas, 2004).…”

Section: Literature Reviewmentioning

confidence: 99%

Vegan stories: revealing archetypes and their moral foundations

Napoli

Ouschan

2020

QMR

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Purpose This study aims to identify the archetypes, moral foundations and plots associated with veganism through the stories told by vegan bloggers and the effect on mainstreaming of this ideology. Design/methodology/approach Narrative data was collected from 15 publicly available vegan blogs. Underlying archetypes, morals and story plots were identified and presented as a “story re-told,” highlighting the context and content of what was being said by the protagonists and associated meanings. Findings The analysis revealed three moral foundations on which vegan ideology is built: sanctity of life, enacting the authentic self and freedom. A universal hero archetype was also unearthed; however, the moral orientation of the storyteller (agency vs communal) dictated how these morals and archetypes were expressed. Research limitations/implications Through the use of common story archetypes, master plots and moral foundations, a deeper understanding of vegans and the choices they make is facilitated, thus making vegan ideology appear less threatening. Storytelling plays an important role in establishing connections through commonality. Originality/value This study applies cultivation theory, storytelling analysis and archetype theory to reveal how vegan bloggers counteract mass media cultivation of vegan stereotypes through the stories they tell. We offer a more robust description of vegans, moving beyond stereotypes, and the morals driving behavior. Moreover, a unique mechanism of mainstreaming is exposed that shows vegans connect with people by tapping into universal archetypes and morals that anyone can relate to and relive.

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Consumer storytelling of brand archetypal enactments

Cited by 14 publications

References 36 publications

The meaning of a brand? An archetypal approach

The meaning of a brand? An archetypal approach

Social perception of brands: Warmth and competence define images of both brands and social groups

Vegan stories: revealing archetypes and their moral foundations

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