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CONSUMERS IN SEARCH OF PROPER PLEASURE—Brand Stories and Consumer Dramas CB5e From Consumer Behavior / Behaviour by Jill Avery et al

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Discription

Consumers are hardwired to tell stories of their consumption. Through storytelling, consumers interpret, make sense of, and relive their original consumption experience. Such re-experiencing through storytelling, Aristotle calls “proper pleasure.” This article illustrates the role of such stories in brand communications though a brand consumption story about Versace.

ISBN 9781735983905
EISBN 9781735983708
Author Arch Woodside, Ph.D., (Curtin University)
Publisher Open Mentis

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