Consumer Interaction and Narratives : Assignment
6 Pages1112 Words112 Views
Added on 2020-09-17
Consumer Interaction and Narratives : Assignment
Added on 2020-09-17
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TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3Research method:...................................................................................................................4MAIN BODY:.................................................................................................................................4CONCLUSION:...............................................................................................................................5REFERNECES:...............................................................................................................................7
INTRODUCTIONFrom the longitudinal study of consumers preference in luxury industry it was analysedthat consumer narratives are taken into consideration. Consumer make decisions withoutinvestigating about product features. Ardelet, Slavich, & de Kerviler, (2015). It showspreference given in the store remains same at home. Brand heritage consists of variousnarratives. A strong brand heritage will have a more positive impact on consumer rather thanweak brand heritage. Contribution- This research contributes the consumers in purchasing luxurious goods. It showsthat how powerful brand tells different stories depending upon their perceived heritage. Also,how consumers should analyse the brand heritage before purchasing a product. It is becausebrand heritage helps consumers across distinct product features and characteristics. Context- According to Bennett & Royal content are stories, report, or effect described inparticular state. According to Woodside (2010), the information about product characteristics isstored in form of stories. This helps people to interpret brand meaning. According to fisherconsumers make decision on the basis of logical arguments. Thus, this is the reason whyconsumers engage in narrative processing in buying luxury goods. They do this because theproduct at home should not affect perceived benefits..Smith, (2007). But if self referencing isincluded then they will continue with initial reference after using the product. Some expensive brands create story about the founder or product that helps in generatingricher product stories. Hence, heritage s the qualities that a country possess for long time and isan essential part of quality. For example brands such as Burberry and Hermes have survived forlong term in Europe for their uniqueness and heritage value. According to group of authors report strong brand heritage influence customer identityand their relationship with brand. Moreover, brand personal determination is increased by brandpresent identity between consumer behaviour, product and his image. The narrative are highlypersonal as consumers give emotional meaning to goods. Nelson, (1993). It is been stated byauthors that brand attribute will be more stronger, then more emotional will be narrativesresulting in more preference of product. A self referenced narrative contains previous events ofperson's life. It consists of specific, long lasting memories of self system. Generic narrative
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