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How archetypal brands leverage consumers' perception: A qualitative investigation of brand loyalty and storytelling

Author

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  • Laub, Fabian
  • Ferdinand, Hans-Michael
  • Kramer, Irene
  • Pätzmann, Jens U.

Abstract

Der folgende Beitrag behandelt Archetypen von Marken und deren Einfluss auf die Kundenwahrnehmung im Hinblick auf die Marken. Abgeleitet von der Hypothese, dass die bestehende Loyalität zum Markenimage einen stärkeren Effekt auf die Konsumenten erzeugt, werden Firmen in der Sportbekleidungsindustrie untersucht. Es werden Konsumentenverhalten und die Kundenbindung zu Marken porträtiert. Ein Persönlichkeitsvergleich von Nike und Adidas zeigt die Unterschiede in der Marktpositionierung auf. Zudem weist Markenführung durch Storytelling eine Möglichkeit auf, den Effekt der archetypischen Marke in der Marketing- Kommunikation wirksam einzusetzen. Wenn man Archetypen konsistent verwendet, können somit Firmen ihren Markenwert und die Kundenloyalität steigern.

Suggested Citation

  • Laub, Fabian & Ferdinand, Hans-Michael & Kramer, Irene & Pätzmann, Jens U., 2018. "How archetypal brands leverage consumers' perception: A qualitative investigation of brand loyalty and storytelling," Markenbrand: Die Strategiequelle - Zeitschrift für Markenstrategie, Hochschule Neu-Ulm, Kompetenzzentrum Marketing & Branding, issue 6/2018, pages 46-54.
    • Handle: RePEc:zbw:hnumbr:178314
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    Cited by:

    1. Zhang, Shu-Ning & Li, Yong-Quan & Liu, Chih-Hsing & Ruan, Wen-Qi, 2021. "A study on China's time-honored catering brands: Achieving new inheritance of traditional brands," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).

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