Creating and Interpreting Visual Storytelling Art in Extending Thematic Apperception Tests and Jung's Method of Interpreting Dreams

Strategic brand management: Archetypes for managing brands through paradoxes

“…This finding suggests that some levels and forms of dynamism may exist in very tightly coupled systems of activities and exchange relationships. For instance, the heuristic archetype can offer product and service variation under a certain theme (cf., Pine & Gilmore, 1998;Woodside et al, 2013), while the image of a calculative-orientated brand is less context-sensitive, allowing the firm to target various market segments. However, the coexisting of calculative and heuristic archetypes is not flexible in a dual sense of both context and offerings as this does not enhance the firm's brand extension or market expansion abilities.…”

“…Consequently, the firm's production, distribution, design, innovations and offerings become subordinate means for facilitating subjective context-dependent brand experiences and meaning (Berthon et al, 2003;Grönroos, 2008;Pine & Gilmore, 1998;Prahalad & Ramaswamy, 2004;Woodside, Sood, & Muniz, 2013). Accordingly, the firm acknowledges consumption as a holistic experience embedded in a wider social environment consisting of various communities with diverse socioeconomic structures (e.g., Allen et al, 2008).…”

“…However, the quotes also illustrate how activities and exchange relationships are tightly coupled to facilitate a certain experience theme (cf. Pine & Gilmore, 1998;Woodside et al, 2013) and a relevant brand meaning that is co-created in a certain context (cf. Arnould & Thompson, 2005;Holt, 2002;McCracken, 1986).…”

“…The theoretical framework presented in this article provides an agenda for further strategic brand management archetype studies (cf., Woodside et al, 2013) on various performance measures. First, the linkages between the different strategic brand management archetypes need clarifying.…”

Improving Consumers Purchase Intention through Establishing Brand Story- The Moderating Role of Consumer Perceived Functional Value

“…To elaborate, Avery et al proposed that brand story was a description about what the brand has experienced [8]. Woodside et al showed that the brand story should focus on the establishment of plots and characters that are related to real life, so as to effectively tell the story and connect the brand with consumers [9]. Escalas thought that brand stories need to include storylines, characters and conflicts in 2014 and this concept was adopted in this paper [10].…”