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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

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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Book part
Publication date: 27 August 2014

Suresh C. Sood and Hugh M. Pattinson

This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers…

Abstract

This chapter covers a diverse range of alternative methods for capturing deep major account insights online. Increasingly in the twenty first century, B2B decision-makers remain abreast of industry innovations and product information through participation in online communities. Through using social mobile technologies businesses exchange product and service experiences online amongst peers not just vendor organisations. A key aspect of this chapter shares rationale for selection of a marketing versus research community, community objectives, online techniques to gain major account insights using big data, resourcing, integration with existing marketing systems and budgeting for ongoing maintenance of marketing communities supporting B2B sales and marketing initiatives. This chapter focuses on the emerging area of B2B sales activities for creation and management of online communities for Major Account management of energy supply customers. A case-based research strategy specifically honed towards sensemaking of major account activities through using B2B online communities in conjunction with emerging research methods is outlined and critiqued.

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Field Guide to Case Study Research in Business-to-business Marketing and Purchasing
Type: Book
ISBN: 978-1-78441-080-3

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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

To view the access options for this content please click here
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

To view the access options for this content please click here
Book part
Publication date: 26 February 2013

Abstract

Details

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

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Book part
Publication date: 27 August 2014

Abstract

Details

Field Guide to Case Study Research in Business-to-business Marketing and Purchasing
Type: Book
ISBN: 978-1-78441-080-3

To view the access options for this content please click here
Book part
Publication date: 27 August 2014

Abstract

Details

Field Guide to Case Study Research in Business-to-business Marketing and Purchasing
Type: Book
ISBN: 978-1-78441-080-3

To view the access options for this content please click here
Book part
Publication date: 15 September 2016

Abstract

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Tourism and Hospitality Management
Type: Book
ISBN: 978-1-78635-714-4

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Book part
Publication date: 28 November 2017

Arch G. Woodside

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Trade Tales: Decoding Customers' Stories
Type: Book
ISBN: 978-1-78714-279-4

1 – 10 of 36