What’s the story, allegory?
نویسندگان
چکیده
If ever a literary genre were made for consumer research, that is allegory. The word comes from the Ancient Greek allegoreo, meaning to speak of other in marketplace. Building on pioneering research Barbara B. Stern, this article considers character and characteristics allegorical storytelling. It does so by means an empirical study richly storied apparel brand, Hollister (HCo), whose sudden rise rapid fall contains lessons retailers researchers alike. Part project promote criticism, it identifies three key themes typify allegories – Life, Location Language all which figure prominently sizeable introspective HCo consumers.
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ژورنال
عنوان ژورنال: Consumption Markets & Culture
سال: 2021
ISSN: ['1025-3866', '1477-223X']
DOI: https://doi.org/10.1080/10253866.2021.1948840