2 options
Buckle and BKE jeans : communicating to consumers through a prop metaphor / Heather M. Schulz & Steven A. Schulz.
SAGE knowledge Connect to full text Available online
View online- Format:
- Book
- Author/Creator:
- Schulz, Heather M., author.
- Schulz, Steven A., author.
- Series:
- SAGE knowledge. Cases.
- SAGE Knowledge. Cases.
- SAGE knowledge. Cases
- Language:
- English
- Subjects (All):
- Social marketing--Case studies.
- Social marketing.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations (black and white, and colour).
- Place of Publication:
- [London] : SAGE, 2016.
- System Details:
- text file
- 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 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.
- Notes:
- No ILL or scholarly sharing allowed.
- Description based on online resource; title from home page (viewed on April 22, 2016).
- ISBN:
- 9781473937536
- OCLC:
- 1017729268
- Access Restriction:
- Restricted for use by site license.
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.