Brand-self identity narratives in the James Bond movies

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Title Brand-self identity narratives in the James Bond movies
Author Cooper, Holly Belinda; Schembri, Sharon; Miller, Dale
Journal Name Psychology & Marketing
Editor Arch Woodside
Year Published 2010
Place of publication United States
Publisher Wiley
Abstract Consumers 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.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1002/mar.20344
Volume 27
Issue Number 6
Page from 557
Page to 567
ISSN 0742-6046
Date Accessioned 2010-10-22
Date Available 2010-11-10T07:14:03Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
URI http://hdl.handle.net/10072/34966
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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