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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Hero brands, brand heroes: How R.M. Williams inspired a cult following and created a shared sense of meaning
內容大綱
Brands become relevant to consumers via storytelling, and archetypal myths in popular culture inform this effect. The hero is an archetype of enduring interest, yet as the marketing literature is replete with heroic undertones, the scope of empirical research is limited and dominated by North American perspectives. To address this shortcoming, this study explores Australian consumer relationships with hero archetypes to provide a contemporary view of how consumers enact brand myths. An in-depth case study of R.M. Williams, an iconic Australian brand, shows the relevance of iconic heroes and reveals how historical archetypes can evolve to address emergent consumer-brand storytelling needs. The study identifies several novel archetypal patterns which contribute to a deeper understanding of how consumers enact brand myths. These archetypes influence consumers in their consumption quests, reconciling social needs and facilitating their immersion in the brand's story. To improve consumer-brand engagement, marketers must focus on engaging consumers with the brand's narrative through the strategic use of archetypal myths.