Communicating experiences: A narrative approach to creating service brand image

Journal of Advertising

Volumn 26, Issue 4, 1997, Pages 49-62

  Padgett, Dan ^a   Allen, Douglas ^b  

^a TULANE UNIVERSITY   (United States)

^b BUCKNELL UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0003042878     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.1997.10673535     Document Type: Article

References (63)

1. Aaker, David and Donald Norris (1982), “Characteristics of TV Commercials Perceived as Informative, ” Journal of Advertising Research, 22 (April/May), 61-70.
2. Anderson, Robert L. and Thomas E. Barry (1979), Advertising Management: Text and Cases, Columbus, OH: Merrill Publishing.
3. Arnould, Eric J. and Linda L. Price (1993), “River Magic: Extraordinary Experience and the Extended Service Encounter, ” Journal of Consumer Research, 20 (June), 24-45.
4. Boiler, Gregory W. (1988), “Narrative Advertisements: Stories About Consumption Experiences and Their Effects on Meanings About Products, ” unpublished Ph.D. dissertation, Pennsylvania State University.
5. Bowen, David E. (1990), “Interdisciplinary Study of Service: Some Progress, Some Prospects, ” Journal of Business Research, 20 (January), 71-79.
6. Bruner, Edward M. (1986), “Experience and Its Expressions, ” in The Anthropology of Experience, Victor W. Turner and Edward M. Bruner, eds., Urbana: University of Illinois Press, 330.
7. Bruner, Jerome (1986), Actual Minds, Possible Worlds, Cambridge, MA: Harvard University Press.
8. Bruner, Jerome (1990), Acts of Meaning, Cambridge, MA: Harvard University Press.
9. Celsi, Richard L. and Jerry C. Olson (1988), “The Role of Involvement in Attention and Comprehension Processes, ” Journal of Consumer Research, 15 (September), 210-224.
10. Celsi, Richard L. and Jerry C. Olson, Randall L. Rose, and Thomas W. Leigh (1993), “An Exploration of High-Risk Leisure Consumption Through Skydiving, ” Journal of Consumer Research, 20 (June), 1-23.
11. Chase, Richard B. (1978), “Where Does the Customer Fit in the Service Operation?” Harvard Business Review, 56 (November/December), 137-142.
12. Cutler, Bob D. and Rajshekher G. Javalgi (1993), “Analysis of Print Ad Features: Services Versus Products, ” Journal of Advertising Research, 33 (March/April), 62-69.
13. Czepiel, John A., Michael R. Solomon, and Carol F. Surprenant, eds. (1985), The Service Encounter, Lexington, MA: Lexington Books.
14. Deighton, John (1992), “The Consumption of Performance, ” Journal of Consumer Research, 19 (December), 362-372.
15. Deighton, John, Daniel Romer, and Josh McQueen (1989), “Using Drama to Persuade, ” Journal of Consumer Research, 16 (December), 335-343.
16. Dobni, Dawn and George M. Zinkhan (1990), “In Search of Brand Image: A Foundation Analysis, ” in Advances in Consumer Research, Vol. 17, Marvin Goldberg, Gerald Gom, and Richard Pollay, eds., Ann Arbor, MI: Association for Consumer Research, 110-119.
17. Eiglier, Pierre and Eric Langcard (1987), Servuction, he Marketing des Services, Paris: McGraw-Hill.
18. Fisk, Raymond P., Stephen W. Brown, and Mary Jo Bitner (1993), “Tracking the Evolution of the Services Marketing Literature, ” Journal of Retailing, 69 (Spring), 61-103.
19. Frazer, Charles (1983), “Creative Strategy and Magazine Readership, ” Journal of Advertising, 12 (4), 36-41.
20. Gardner, Burleigh B. and Sidney J. Levy (1955), “The Product and the Brand, " Harvard Business Review, 33 (March/April), 3339.
21. Goffman, Erving (1959), The Presentation of Self in Everyday Life, New York: Doubleday.
22. Goffman, Erving (1967), Interaction Ritual, Garden City, NJ: Doubleday.
23. Goffman, Erving (1974), Frame Analysis: An Essay on the Organization of Experience, New York: Harper & Row.
24. Greenwald, Anthony A. and Clark Leavitt (1984), “Audience Involvement in Advertising: Four Levels, ” Journal of Consumer Research, 11 (June), 581-592.
25. Grove, Stephen J. and Raymond P. Fisk (1983), “The Dramaturgy of Services Exchange: An Analytical Framework for Services Marketing, ” in Emerging Perspectives on Services Marketing, Leonard L. Berry, G. Lynn Shostack, and Gregory D. Upah, eds., Chicago: American Marketing Association, 45-49.
26. Holbrook, Morris B. (1986), “Emotion in the Consumption Experience: Toward a New Model of the Human Consumer, ” in The Role of Affect in Consumer Behavior: Emerging Theories and Applications, Robert A. Peterson, Wayne Hoyer, and William R. Wilson, eds., Lexington, MA: Lexington Books, 17-52.
27. Holbrook, Morris B., and Rajeev Batra (1987), “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising, ” Journal of Consumer Research, 14 (December), 404-420.
28. Holbrook, Morris B., and Rajeev Batra, and Elizabeth C. Hirshman (1982), “The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun, ” Journal of Consumer Research, 9 (September), 132-140.
29. Kotler, Phillip and Gary Armstrong (1996), Principles of Marketing, Englewood Cliffs, NJ: Prentice Hall.
30. LaBand, David N., Gregory M. Pickett, and Stephen J. Grove (1992), “An Empirical Examination of the Informational Content of Services Advertisements, ” abstract in Enhancing Knowledge Development in Marketing, Robert P. Leone and V. Kumar, eds., Chicago: American Marketing Association, 166-167.
31. Laskey, Henry A., Ellen Day, and Melvin R. Crask (1989), “Typology of Main Message Strategies for Television Commercials, ” Journal of Advertising, 18 (1), 36-41.
32. Legg, Donna and Julie Baker (1987), “Advertising Strategies for Service Firms, ” in Add Value to Your Service, Carol Surprenant, ed., Chicago: American Marketing Association, 163-168.
33. Levitt, Theodore (1972), “AProduction Line-Approach to Services, ” Harvard Business Review, 50 (September-October), 41-52.
34. Levy, Sidney J. and I. O. Glick (1973), “Imagery and Symbolism, ” in Marketing Manager’s Handbook, Stewart Britt II, ed., Chicago: Dartnell, 961-969.
35. Lovelock, Christopher L. (1984), Services Marketing: Text, Cases, and Readings, Englewood Cliffs, NJ: Prentice Hall.
36. Martincau, Pierre (1958), “The Personality of the Retail Store, ” Harvard Business Review, 32 (October), 47-55.
37. Mick, David Glen and Claus Buhl (1992), “A Meaning-Based Model of Advertising Experiences, " Journal of Consumer Research, 19 (December), 317-338.
38. Mitchell, Andrew A. (1981), “The Dimensions of Advertising Involvement, ” in Advances in Consumer Research, Vol. 8, Kent B. Monroe, ed., Ann Arbor, MI: Association for Consumer Research, 25-30.
39. Otto, Julie E. and J. R. Ritchie (1995), “Exploring the Quality of the Service Experience: A Theoretical and Empirical Analysis, ” in Advances in Services Marketing and Management: Research and Practice, Vol. 4, Teresa A. Swartz, David E. Bowen, and Stephen W. Brown, eds., Greenwich, CT: JAI Press, 37-62.
40. Pclz, V. H. (1926), Selling at Retail, New York: McGraw-Hill.
41. Peter, J. Paul and Jerry C. Olson (1994), Understanding Consumer Behavior, Burr Ridge, IL: Irwin.
42. Peterson, Robert A., Wayne D.Hoyer, and William R. Wilson (1986), “Reflections on the Role of Affect in Consumer Behavior, ” in The Role of Affect in Consumer Behavior: Emerging Theories and Applications, Robert A. Peterson, Wayne D. Hoyer, and William R. Wilson, eds. Lexington, MA: Lexington Books, 141-159.
43. Polkinghornc, Donald E. (1988), Narrative Knowing and the Human Sciences, Albany, NY: State University of New York Press.
44. Puto, Christopher P. (1986), “Transformational Advertising: Just Another Name for Emotional Advertisi ng or a New Approach?” in Proceedings of the Annual Convention of the American Psychological Association, Division 23, Wayne D. Hoyer, ed., Washington, DC: American Psychological Association, 4-6.
45. Puto, Christopher P., and William D. Wells (1984), “Informational and Transformational Advertising: The Differential Effects of Time, ” in Advances in Consumer Research, Vol. 11, Thomas Kinnear, ed., Ann Arbor, MI: Association for Consumer Research, 638-643.
46. Ray, Michael (1982), Advertising and Communication Management, Englewood ClifTs, NJ: Prentice Hall.
47. Reynolds, Thomas J. and Jonathan Gutman (1984), “Advertising Is Image Management, ” Journal of Advertising Research, 24 (February-March), 27-38.
48. Robinson, John A. and Linda Hawpe (1986), “Narrative Thinking as a Heuristic Process, ” in Narrative Psychology: The Storied Nature of Human Conduct, Theodore R. Sarbin, ed., New York: Praeger Publishers, 111-125.
49. Sarbin, Theodore R., ed. (1986), Narrative Psychology: The Storied Nature of Human Conduct, New York: Praeger Publishers.
50. Schank, Roger C. (1990), Tell Me a Story: A New Look at Real and Artificial Memory, New York: Scribner.
51. Shimp, Terence A. (1997), Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications, ForL Worth, TX: Dryden.
52. Shostack, G. Lynn (1977), “Breaking Free From Product Marketing, ” Journal of Marketing, 41 (April), 73-80.
53. Simon, D. (1971), The Management of Advertising, Englewood Cliffs, NJ: Prentice Hall.
54. Solomon, Michael R., Carol Surprenant, John A. Czepiel, and Evelyn G. Gutman (1985), “A Role Theory Perspective on Dyadic Interactions: The Service Encounter, ” Journal of Marketing, 49 (Winter), 99-111.
55. Stafford, Marla Royne and Ellen Day (1995), “Retail Services Advertising: The Effect of Appeal, Medium, and Service, ” Journal of Advertising, 24 (1), 57-71.
56. Stem, Barbara B. (1994), “Classical and Vignette Television Advertising Dramas: Structural Models, Formal Analysis, and Consumer Effects, " Journal of Consumer Research, 20 (March), 601-615.
57. Tellis, Gerard J. and Doyle L. Weiss (1995), “Does TV Advertising Really Affect Sales? The Role of Measures, Models, and Data Aggregation, ” Journal of Advertising, 24 (Fall), 1-12.
58. Thompson, Craig J., William B. Locander, and Howard R. Pollio (1989), “Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phe-nomenology, ” Journal of Consumer Research, 16 (September), 133-146.
59. Vaughn, Richard (1980), “How Advertising Works: A Planning Model, ” Journal of Advertising Research, 20 (October), 27-33.
60. Wallendorf, Melanie and Eric Amould (1991), “We Gather Together. Consumption Rituals of Thanksgiving Day, " Journal of Consumer Research, 18 (June), 13-31.
61. Wells, William D. (1989) “Lectures and Dramas, ” in Cognitive and Affective Responses to Advertising, P. Cafferata and A. Tybout, eds., Lexington, MA: Lexington Books 13-20.
62. Zeithaml, Valarie A. (1981), “How Consumer Evaluation Processes Differ Between Goods and Services, " in Marketing of Services, James H. Donnelly and William George, eds., Chicago: American Marketing Association.
63. Zinkhan, George M., Madeline Johnson, and F. Christian Zinkhan (1992), “Differences Between Product and Services Television Commercials, ” Journal of Services Marketing, 6 (Summer), 59-66.