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dc.contributor.authorCooper, Hollyen_US
dc.contributor.authorSchembri, Sharonen_US
dc.contributor.authorMiller, Daleen_US
dc.contributor.editorArch Woodsideen_US
dc.date.accessioned2017-05-03T13:26:34Z
dc.date.available2017-05-03T13:26:34Z
dc.date.issued2010en_US
dc.date.modified2010-11-10T07:14:03Z
dc.identifier.issn07426046en_US
dc.identifier.doi10.1002/mar.20344en_AU
dc.identifier.urihttp://hdl.handle.net/10072/34966
dc.description.abstractConsumers learn to attach social and contextual meaning to products and brands through observing the character relationships with particular objects or specific brands in the archetypal stories in film on "the big screen" (cinema). Luxury brands become objects of desire, fueling consumer aspirations and giving consumers frames of reference in their own consumption ideals. However, substantial research attention to the brand narratives that popular culture portrays has yet to emerge. This paper therefore presents a textual analysis of the brand narratives evident within popular culture, specifically in the context of James Bond films. In taking this interpretive approach, this article identifies three different and contrasting brand-self narratives that reinforce a particular archetypal myth of a lover, hero, or outlaw.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherWileyen_US
dc.publisher.placeUnited Statesen_US
dc.relation.ispartofstudentpublicationYen_AU
dc.relation.ispartofpagefrom557en_US
dc.relation.ispartofpageto567en_US
dc.relation.ispartofissue6en_US
dc.relation.ispartofjournalPsychology & Marketingen_US
dc.relation.ispartofvolume27en_US
dc.rights.retentionNen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleBrand-self identity narratives in the James Bond moviesen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2010
gro.hasfulltextNo Full Text


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