Summary
The article titled “Supermarkets as
libraries of postmodern mythology” written by Kniazeva and Belk is qualitative
research written in the descriptive form in layman's language, focusing on the
relational side of brand stories written and reflected through the product
storyline or slogan. The fundamental research question raised in this study
addresses the cause and effect of brand stories for how people relate these
stories to their personal choice while making a connection with the product
while buying. It observes the attitude in terms of taking an interpretive
approach concerning brand stories. The authors collected the data through
semi-structured interviews with the consumers for the selected products without
setting any fixed number of participants. The research hypothesis gets approved
in the conclusion that people relate brand stories to their lives while
purchasing and consuming such products which hint towards a story.
Psychologically, the authors claim on the basis of data collected through interviews
that people do have a tendency to relate their own stories or reflections when
they chose some product for utilization. The authors of this study claim that
this study provides a conceptual framework for the researchers to understand
and investigate further consumers’ behavior of making product myths based on
product or brand stories. Basically, the results of the study have two
dimensions. Firstly, the research confirms the previous findings that there are
two major participants. The producers/brands and the consumers; both have
significant roles in co-creating the story myths. Secondly, there is no single
interpretation of these stories but the consumers relate and interpret these
stories concerning their own reflections and experiences. The authors interpret
consumers’ responses on the basis of psychological concepts like symbolically
associating things with the consumers’ lives.
Personal Critique
Cross-checking the
hypothesis, I found that the authors' point of discussion is acceptable in the context that brand stories are interpreted by consumers on the basis of relevancy. For
instance, people relate things to their interests, experiences, and events that
may have an impact or had an impact on their lives. Since the products selected
by the authors do not completely fall into the category of essentials and are
choice or interest-based foods; therefore, reasons for choosing a particular
brand while purchasing such things can be taken into consideration for
understanding brand stories. Through the impact of storytelling through brand
voice and stories, consumers can be impacted and in most cases, the consumers
set a unique relationship with the brands they use. I agree with the point
because the argument is rational and approved. Some of the other studies also
confirm this hypothesis. For example, In
a similar research, Lundqvist et al., also conclude that stories are easily
remembered; therefore, stories usually fascinate consumers; however, what
authors conclude is not justifiable to all the population since more research
is needed to understand the impact of stories and how consumer interpret these
stories (2012).
To evaluate;
however, a single product story may have several interpretations as the authors
have investigated the argument through “snack masters Turkey Jerky”. The interpretation of the interviews is
acceptable on the basis of the argument that people can be emotionally attached
to brands through their stories if the stories do possess some cultural values
or claims, or if they purchase these products due to some kind of attachment.
Therefore, storytelling can serve as a marketing strategy and communication
medium for brands and their consumers owing to the reason of relating practices
of the consumer. To elaborate on the point, if a person finds any similarity
between his personal experience with the brand story, he may get attached to
the product in that way creating an association between the product and his own
life practice. This argument is also approved by (Erkas & Baron, 2007) who
conclude that “people remember the story better than facts”.
To this extent,
people prefer culture and cultural values. Therefore, I agree with the authors’
claim that people can reflect on their own culture while interpreting brand
stories. For an instance, the authors claim that people believe in symbols,
more specifically cultural ones like Juile has reflected her cultural
affiliations in her interpretation of the brand story of Grandpa Po's Nutra. It
hints toward purchase decisions constructed on the foundations of individualism
while not ignoring collective cultural affiliations. I believe that people buy
things on the basis of their personal decisions. This personal decision is
formed by their own projections of sensual knowledge and interpretation.
Another similar study by Nayeem also confirms this argument that the final
decision of people purchasing things is their own and that decision is formed
by their own understanding of the product (2012).
Therefore, what
the study suggests is more interesting to me. The study disapproves of the
saying that “consumers are the best marketer” because when it comes to their
behavior they are likely to present their individualistic approach toward
making the product choice and the story that describes the brand or product. Thus,
diversified consumers show diversified behavior. Therefore, the strategic
approach of creating a communication platform through stories is derailed here
and it needs a more sophisticated approach to reaching out to consumers through
brand slogans and stories. I am of the opinion that the conclusion drawn out by
the authors needs more confirmation through the participation of a larger group
of audiences involving more demographics, and psychological frameworks should
also be involved while shaping the more elaborate study. Nevertheless, the
current study can be beneficial for future researchers to provide a conceptual
framework.
Conclusion
To conclude, the
article is a fine attempt in providing the concepts for brand stories and how
consumers interpret and relate these stories. It helps to identify several
aspects of consumers’ approaches in making brand story interpretations and
relating to their personal life and experiences. The strength of the article is
in the conclusion that it highlights the customers and their needs, their
cultural identities, and their individual concepts and approaches. The study
helps to identify that consumers are not mere buyers who serve a general
marketing purpose but are associated with the brands due to their personal
life stories and associations.
References:
Erkas, E., & Baron, J. (2007). Eivor
Erkas (emf05ees) and Jennifer Baron (emf04jbn).
http://www.diva-portal.org/smash/get/diva2:119742/fulltext01.pdf
Lundqvist, A., Liljander, V., Gummerus, J.,
& van Riel, A. (2012). The Impact of Storytelling on the Consumer Brand
Experience: the Case of a firm-originated Story. Journal of Brand
Management, 20(4), 283–297. https://doi.org/10.1057/bm.2012.15
Nayeem, T. (2012). Cultural Influences on
Consumer Behaviour. International Journal of Business and Management, 7(21).
https://doi.org/10.5539/ijbm.v7n21p78
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