Travel Reference
In-Depth Information
The present study offers a useful method for analyzing the theme of archetypes in stories told
by consumers about (or including) brands, using DFA that results in a prediction matrix. Applying
the prediction matrix verifi es or disconfi rms the pattern, based on the theory, to confi rm or
not the presence of an archetype in a story. This study might prove useful to researchers who aim
to further their studies of consumer-brand relationships and to practitioners who might fi nd in
this tool a powerful support for developing and auditing the effects of their actions in terms of
brand construction.
As Veen (1994) suggests, the research here follows a branch of humanistic inquiry in order to
provide insights into consumer behaviour (Holbrook 1987; Stern 1989) and as a way to identify
templates that govern the relationship between consumers and brands (Fournier 1998). Fournier
(2009) admits that the study of the consumer-brand relationship also requires research into how
these relationships come about, but she concludes that their essential purpose is to provide
meaning for consumers when engaging in brands. The present study deals with the question of
'why', using the psychology of archetypes and proposes the use of DFA andVNA as a means for
verifying the presence of archetypal forces.
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