Narratives and Experience by Consumers：A Case of Johnnie Walker
| Autor: | Yu-fei Yang, 楊渝斐 |
|---|---|
| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 99 Lifestyles and aesthetic experience have been the most important issue obviously of modern consumer culture research and become the focus of enterprisesmanagement in the past year. Semiotics imagery which creating by viewpoints of life aesthetic which are not only the resources of consumers performing identities but also constructing styles by themselves. Thus if the merchandise providing by enterprises can’t meet the needs of consumers performing self-identities or lifestyles, the merchandises will be weed out naturally by free market. From the viewpoint of consumer culture, dealers used the means of experience marketing and stories telling to communicate with consumers and combine the relation between brands and consumers. Consequently, I attempt to explore the context between the brand experience and consumer culture and discover the unique values behind this. The study methods which it adopts are in-depth interviews and focus group interviews. The research itself uses in-depth interviews to understand the values and strategies of the experience actives designing by dealers and to explore the contents and forms of storytelling by branding. Furthermore, the part of consumer research itself adopts in-depth interviews and focus group interviews to probe into consumers of Johnnie Walker, it not only evaluates for effects of the experience actives but also finds out the change of minds and the behavior afterwards in the experience process. There are few key points mainly in this research: (1) the contents and forms of storytelling by experience actives of the branding strategy; (2)narratives of using merchandises and personal consumer experience; (3)narratives of brandingexperience and personal consumer experience; (4) what’ s the brand identity behind the variation of the personal lifestyles and aesthetic tastes. From the viewpoint of study analysis, researcher thinks that study can highlight the values of Johnnie Walker experience actives and assist the interaction between brands and consumers by“legacy brands and personal narrative s”of Vincent(2002),“storytelling pyramids” of fog(2005), and the interview frameworks of consumer modes of Holt(1998). Therefore, it will be the key opportunity that enterprise develops brands by self-percept of the brand values, listening to the real voices of consumers, and the interactive manners which conform to expectation of consumers. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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