TY  - CHAP
AB  - 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.
VL  - 7
SN  - 978-1-78190-211-0, 978-1-78190-210-3/1871-3173
DO  - 10.1108/S1871-3173(2013)0000007010
UR  - https://doi.org/10.1108/S1871-3173(2013)0000007010
AU  - Hoon Kim Kyung
AU  - Xu Bing
ED  - Eunju Ko
ED  - Arch G. Woodside
PY  - 2013
Y1  - 2013/01/01
TI  - Understanding Archetypes of Luxury Brands by Using VNA
T2  - Luxury Fashion and Culture
T3  - Advances in Culture, Tourism and Hospitality Research
PB  - Emerald Group Publishing Limited
SP  - 129
EP  - 140
Y2  - 2024/04/25
ER  -