Degree Name
MA (Master of Arts)
Program
Communication, Professional
Date of Award
5-2015
Committee Chair or Co-Chairs
Stephen W. Marshall
Committee Members
Andrew Dunn, Kelly Price-Rhea
Abstract
Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand meaning and generate future narratives that could be applied to creative message strategy.
Document Type
Thesis - unrestricted
Recommended Citation
Li, Meng, "Narrative Advertising" (2015). Electronic Theses and Dissertations. Paper 2485. https://dc.etsu.edu/etd/2485
Copyright
Copyright by the authors.
Included in
Advertising and Promotion Management Commons, Mass Communication Commons, Public Relations and Advertising Commons, Social Media Commons