Understanding Archetypes of Luxury Brands by Using VNA

Luxury Fashion and Culture

ISBN: 978-1-78190-210-3, eISBN: 978-1-78190-211-0

ISSN: 1871-3173

Publication date: 26 February 2013


This study explores archetypes of luxury brand Chanel through the use of visual narrative art created from studying consumer blog entries. The chapter describes visual narrative art as a qualitative research tool. Mapping contexts and stories that blog entries describe figure out the archetype of the brand. This study extends understanding of archetypes of luxury brand from different consumers’ perspectives.



Hoon Kim, K. and Xu, B. (2013), "Understanding Archetypes of Luxury Brands by Using VNA", Ko, E. and Woodside, A.G. (Ed.) Luxury Fashion and Culture (Advances in Culture, Tourism and Hospitality Research, Vol. 7), Emerald Group Publishing Limited, Bingley, pp. 129-140. https://doi.org/10.1108/S1871-3173(2013)0000007010

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