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Article
Publication date: 22 May 2020

Yingwei Liu, Tao Wang, Ling Zhou and Chunyan Nie

The essence of “Chinese element” has been pinpointed as the representation of national cultural archetype resource of China, which reflects to the overall power…

Abstract

Purpose

The essence of “Chinese element” has been pinpointed as the representation of national cultural archetype resource of China, which reflects to the overall power enhancement of China. Applying the Chinese national cultural archetype resource, which will be used for promoting the Chinese Brand internationalization, aims for the consumers' approval with the hope of integrating and spreading the unique cultural advantage of Chinese brand. The recognizing of Chinese brand's cultural archetype in this paper has constituted the basis of Chinese brand's cultural archetype strategy.

Design/methodology/approach

Based on the Grounded Theory, this paper has collected and analyzed the value symbols, character images and theme stories of Chinese narrative advertisements and constructed the cultural archetype framework of Chinese brands. This paper makes a comprehensive application of Charmaz's constructivist analysis and the main axis analysis and inspection method advocated by Strauss, with the aim of building a more objective and systematic theoretical framework for the Chinese brand cultural archetype.

Findings

In this framework, it revealed: (1) Chinese brand's cultural archetype can be divided into 12 concrete archetypes according to individual's relationship with self, the other, community and nature; (2) Consumers' different ways of self-categorization are attributed as the essential difference among various archetypes. This paper also compared and analyzed the differences between Chinese and Western cultural archetypes from three perspectives, formation of social structure, pedigree of myth and character's feature.

Originality/value

This paper has certain innovative significance to the theoretical construction of the archetype of Chinese brand culture. First, based on the cultural perspective, this paper applied the cultural psychological connotation of archetype to the brand research across culture, which is more conducive to the researchers' investigation of the cultural psychology of consumers in the cross-cultural context? Second, based on the identification and comparative study of Chinese brand culture archetype, it provides a new expansion and supplement for the research on brand internationalization and globalization in emerging countries.

Details

Journal of Contemporary Marketing Science, vol. 3 no. 1
Type: Research Article
ISSN: 2516-7480

Keywords

Content available
Article
Publication date: 16 April 2018

Duarte Xara-Brasil, Kavita Miadaira Hamza and Percy Marquina

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…

Abstract

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 associations – words and sentences – that 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.

Details

Revista de Gestão, vol. 25 no. 2
Type: Research Article
ISSN: 2177-8736

Keywords

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Book part
Publication date: 26 February 2013

Arch G. Woodside, Suresh Sood and Karlan M. Muniz

The main thesis here is that the stories that some brands tell to consumers enable consumers to achieve archetypal experiences. Examining the stories consumers tell in…

Abstract

The main thesis here is that the stories that some brands tell to consumers enable consumers to achieve archetypal experiences. Examining the stories consumers tell in natural contexts involving shopping for and using brands informs explanations of associations of archetypes, brands, and consumers. The study advances the use of degrees-of-freedom analysis (DFA) and creating visual narrative art (VNA) as useful steps for confirming or disconfirming whether or not the stories consumers tell have themes, events, and outcomes that match with the core storylines told by brands. As a proposal, an extension of thematic apperception tests (TATs) is relevant in applying the DFA to brand-consumer storytelling research. The study includes a review of early work on TATs, DFA, archetypal theory, and how brands become icons. The study's theory, method, and findings provide useful tools for brand managers and researchers on issues that relate to psychology and marketing.

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Article
Publication date: 1 October 2006

Shu‐pei Tsai

The archetype paradigm has been gaining importance as a marketing approach to global branding, advocating that strategists should create archetypal symbolism to engage…

Abstract

Purpose

The archetype paradigm has been gaining importance as a marketing approach to global branding, advocating that strategists should create archetypal symbolism to engage with fundamental human psychology. The study reported here is based on consumer imagination theory, which aims to offers a means to determine whether a brand archetype will transform into an icon, and thereby achieve the maximum effect.

Design/methodology/approach

In‐depth interviews with 810 loyal customers of the Nike Air Jordan brand took place in the Asia Pacific, Western Europe, and North America regions of the world. Sub‐samples were selected and interviewed by research assistants in each sampling location, under central control to ensure that all profiles matched the known characteristics of the population under study. A relatively unstructured first phase generated question topics, which were transformed into verbatim sentences on cards, which respondents subsequently sorted. Matrix analysis elicited relationships among the resultant constructs, in terms of degree and direction. Focus group discussions were conducted to refine the emerging findings. Data were subjected to “open”, “axial”, and “selective” coding. Key concepts and relationships were finally incorporated into a fully developed model.

Findings

A “brand archetype‐icon transformation” model derived from the analysed data suggests a plan for the implementation of the “archetypal marketing” strategy, combining four theoretical elements under the overall coordination of a “comprehensive brand management” philosophy.

Originality/value

This study is an original and exploratory transfer of theoretical principles from classic psychology to marketing strategy. The final section examines practical potential by reference to other global brands. The paper proposes a paradigm for building and sustaining consumer loyalty to global brands.

Details

Marketing Intelligence & Planning, vol. 24 no. 6
Type: Research Article
ISSN: 0263-4503

Keywords

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Book part
Publication date: 5 January 2016

Abstract

Details

Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Type: Book
ISBN: 978-1-78560-216-0

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Book part
Publication date: 14 June 2018

Jacek Pogorzelski

Abstract

Details

Managing Brands in 4D
Type: Book
ISBN: 978-1-78756-102-1

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Book part
Publication date: 5 January 2016

Abstract

Details

Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Type: Book
ISBN: 978-1-78560-216-0

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Book part
Publication date: 26 February 2013

Kyung Hoon Kim and Bing Xu

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…

Abstract

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.

Details

Luxury Fashion and Culture
Type: Book
ISBN: 978-1-78190-211-0

Keywords

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Article
Publication date: 19 January 2010

Marylouise Caldwell, Paul Henry and Ariell Alman

The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing…

Abstract

Purpose

The purpose of this paper is to explain how audio‐visual archetypal representations likely to engender emotional identification and consumer‐inquisitiveness by marketing professionals can be constructed.

Design/methodology/approach

The paper employs video‐ethnography involving the following steps: development of a typology of consumer archetypes based on a priori theory, screening for and identifying informants to exemplify each archetype, filming interviews in and around their homes, developing realistic audio‐visual representations of each archetype and assessing marketing practitioners reactions to the audio‐visual representations.

Findings

In response to the audio‐visual archetypal representations, marketing practitioners displayed a high degree of interest and emotional relatedness. The interest generated in the screenings motivated animated discussion and often a desire to better understand the consumers represented by each archetype. These heightened reactions contrast strongly with the relatively emotionally flat responses to traditional marketing research reports.

Originality/value

The paper demonstrates that carefully crafted audio‐visual representations of consumer archetypes are likely to engender a consumer orientation in marketing professionals and hence associate with improved marketing decision‐making. It explains that this situation is likely explained by audio‐visual media's superior capacity to foster experiential, emotional knowledge of others, and, the origins of consumer archetypes in the collective un/consciousness and/or widespread strongly embedded cultural beliefs, norms, and values.

Details

Qualitative Market Research: An International Journal, vol. 13 no. 1
Type: Research Article
ISSN: 1352-2752

Keywords

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Book part
Publication date: 5 January 2016

Abstract

Details

Storytelling-Case Archetype Decoding and Assignment Manual (SCADAM)
Type: Book
ISBN: 978-1-78560-216-0

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