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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Digging Deeper: Art Museums In Las Vegas?, Kathryn A. Braun-Latour, Flavia Hendler, Rom Hendler
Digging Deeper: Art Museums In Las Vegas?, Kathryn A. Braun-Latour, Flavia Hendler, Rom Hendler
Kathryn A. LaTour
[Excerpt] Las Vegas has been called the “city of reinvention” (Douglass and Raento 2003). Part of its more recent reinvention efforts has included the opening of five fine-art venues. However, one of the art museums––the Las Vegas Guggenheim––was shut down in its first year due to low attendance; another, the Bellagio Fine Art Gallery, has seen attendance dwindle (Schemeligian 2004). The question addressed here is whether the museums are bringing the intended intangible benefits to the host resort, or whether the sales and attendance figures represent overall disinterest. More broadly one considers the potential “fit” between sin-city and the high-art …
Using Childhood Memory To Gain Insight Into Brand Meaning, Kathryn A. Braun-Latour, Michael S. Latour, George M. Zinkhan
Using Childhood Memory To Gain Insight Into Brand Meaning, Kathryn A. Braun-Latour, Michael S. Latour, George M. Zinkhan
Kathryn A. LaTour
In this article, the authors introduce the concept that people's earliest and defining product memories can be used as a projective tool to help managers more fully understand consumers' relationships to their products. The authors use a study on three generations of automobile consumers to illustrate how these memories symbolize the consumer-brand relationship and how they can be used to gain insights into brand meaning. The findings indicate that people's earliest and defining experiences have an important influence on current and future preferences in predictable ways across the consumer life cycle. These memory experiences are symbolic to the consumer and …