Investigating the effects of mythological motifs used by brands on key consumer-based brand constructs

• Autor(a) principal: Schütz, Louis
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/29410
• topic: Brand logotypes; Mythological symbols; Comportamento do consumidor -- Consumer behavior; Experiential marketing; Consumer experience; Valor da marca -- Brand value; Marca; Logotipos; Símbolo -- Symbol; Mitologia; Marketing experimental; Experiência do cliente

Brands have become an integral asset of businesses and a key ‘point d'orientation’ for consumers. In previous eras the utilitarian ‘feature and benefit’ aspects of goods and services where predominant, it is now extended with the brand, the meaning it entails and the hedonistic experiences that it provides. The consumers’ Self is augmented and projected onto brands, and marketing and branding has taken diverse paths and modes to relate through various symbolic means, such as storytelling that incorporates ancient legends, tales, and mythological motifs, with the consumers. These mythologemes can instantly be found to be the house banner of many well-known brands’ logotype or name. However, if and how the use of mythological motifs by brands as their logotype or name might affect consumer behavior is limited. Based on a quantitative study in a quasi-experimental fashion, the results of the multigroup analysis show that the mythological motif used by Apple as their logo does not affect the direct relationships between the tested key consumer-behavior variables product involvement, brand experience, brand personality, consumer-based brand equity or purchase intention between the two groups. However, the results also demonstrate the central key strength of the positive influence of brand experience on brand personality, consumer-based brand equity, and purchase intention and show a significant difference between the indirect pathways over the variables for the group exposed to the articulated mythologeme.