Using Childhood Memories to Gain Insight Into Brand Meaning  

Oleh:

Braun-LaTour, Kathryn A. ; LaTour, Michael S. ; Zinkhan, George M.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 2 (Apr. 2007), page 45-60.
Topik: childhood; childhood; memories; brand meaning

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

In this article, the authors introduce the concept that people's earliest and defiing product memories can be used as a projective tool to help managers more fully inderstand consumers' relationships to their products. The authors use a study on three generations of automobile consumers to illustrate how these memories symbolize the consumer - brand relationship and how they can be used to gain insights into brand meaning. The findings indicate that people's earliest and defining experiences have an important influence on current and future preferences in predictable ways across the consumer life cycle. These memory experiences are symbolic to the consumer and represent a new lens for viewing brand meaning, which complements the toolbox of extant research methods. The authors provide details about this technique for managers who are searching for methods that recognize that consumers co-produce brand meanings.

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