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Buckle and BKE jeans : communicating to consumers through a prop metaphor / Heather M. Schulz & Steven A. Schulz.

Av: Medverkande: Materialtyp: TextSerie: Utgivningsuppgift: [London] : SAGE, 2016Beskrivning: 1 online resource : illustrations (black and white, and colour)Innehållstyp:
  • text
  • still image
Medietyp:
  • computer
Bärartyp:
  • online resource
ISBN:
  • 9781473937536 (ebook) :
Ämnen: DDK-klassifikation:
  • 658.8 23
Onlineresurser: Buckle is a clothing retailer, and BKE jeans are its core product. Although this business does not engage in a lot of traditional media marketing communications, it does create sharable content for its website and social media channels. A novel approach to studying consumer behavior is the use of concepts from the theater literature. Just as one can study an actor's use of a costume for a particular role, one can also study how consumers use brands and products as props for their social roles. Using this prop metaphor is a possible new strategic direction for Buckle to communicate to its consumers.
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Buckle is a clothing retailer, and BKE jeans are its core product. Although this business does not engage in a lot of traditional media marketing communications, it does create sharable content for its website and social media channels. A novel approach to studying consumer behavior is the use of concepts from the theater literature. Just as one can study an actor's use of a costume for a particular role, one can also study how consumers use brands and products as props for their social roles. Using this prop metaphor is a possible new strategic direction for Buckle to communicate to its consumers.

Description based on online resource; title from home page (viewed on April 22, 2016).

Licensed e-book