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Buckle and BKE jeans : communicating to consumers through a prop metaphor

Author: Heather M Schulz; Steven A Schulz
Publisher: [London] : SAGE, 2016.
Series: SAGE knowledge. Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Buckle is a clothing retailer, and BKE jeans are its core product. Although this business does not engage in a lot of traditional media marketing communications, it does create sharable content for its website and social media channels. A novel approach to studying consumer behavior is the use of concepts from the theater literature. Just as one can study an actor's use of a costume for a particular role, one can  Read more...
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Details

Genre/Form: Case studies
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Heather M Schulz; Steven A Schulz
ISBN: 9781473937536 1473937531
OCLC Number: 1017729268
Description: 1 online resource : illustrations (black and white, and colour)
Series Title: SAGE knowledge. Cases.
Responsibility: Heather M. Schulz & Steven A. Schulz.

Abstract:

Buckle is a clothing retailer, and BKE jeans are its core product. Although this business does not engage in a lot of traditional media marketing communications, it does create sharable content for its website and social media channels. A novel approach to studying consumer behavior is the use of concepts from the theater literature. Just as one can study an actor's use of a costume for a particular role, one can also study how consumers use brands and products as props for their social roles. Using this prop metaphor is a possible new strategic direction for Buckle to communicate to its consumers.

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