Collaborative Brand Narratives: Interweaving Personal and Collective Ideals in the Practice of Collective Brand-Oriented Storytelling
Consumer research is turning its attention to collective phenomena to better understand relationships within the marketplace. Our inquiry examines collaborative, multi-authored textual narratives centered on a commercial offering. We collect and analyze narratives from Twilight and Vespa brand communities as they evolve, as well as the discourse surrounding the narratives including consumer, corporate, competitive and media perspectives on the iterations. We find that through collaborative storytelling the most central brand attributes and meanings are negotiated. Collective brand narratives serve to highlight homogeneity (separate narratives) or through heterogeneity (sharing multi-vocal narratives) but they are not the sites of permanent tension resolution.
Hope Jensen Schau and Albert Muniz Jr. (2011) ,"Collaborative Brand Narratives: Interweaving Personal and Collective Ideals in the Practice of Collective Brand-Oriented Storytelling", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 87-89.
Hope Jensen Schau, University of Arizona, USA
Albert Muniz Jr., DePaul University
E - European Advances in Consumer Research Volume 9 | 2011
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