Buckle and BKE jeans [electronic resource] : communicating to consumers through a prop metaphor / Heather M. Schulz & Steven A. Schulz
- Schulz, Heather M.
- [London] : SAGE, 2016.
- Physical Description:
- 1 online resource : illustrations (black and white, and colour).
- Additional Creators:
- Schulz, Steven A.
- Restrictions on Access:
- License restrictions may limit access.
- 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.
- 9781473937536 (ebook)
View MARC record | catkey: 31195864