Coke is It: How stories in childhood memories illuminate an icon

This paper builds on consumer storytelling theory and childhood memory research by proposing that earliest childhood memory stories are useful for developing brand myths and providing relevance to iconic brands. This article investigates consumers' childhood memories with Coca-Cola and finds th...

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Bibliographic Details
Published in:Journal of business research 2010-03, Vol.63 (3), p.328-336
Main Authors: LaTour, Kathryn, LaTour, Michael S., Zinkhan, George M.
Format: Article
Language:English
Subjects:
Brand
Brand equity
Brands
Childhood
Childhood Memory Myth Icon Coca-Cola Qualitative Brand
Children & youth
Coca-Cola
Consumer behavior
Consumer behaviour
Consumer preferences
Icon
Icons
Memory
Myth
Qualitative
Soft drinks
Story telling
Studies
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Summary:This paper builds on consumer storytelling theory and childhood memory research by proposing that earliest childhood memory stories are useful for developing brand myths and providing relevance to iconic brands. This article investigates consumers' childhood memories with Coca-Cola and finds that memories from early childhood are more predictive and insightful for understanding current brand attitudes than memories coming from adolescence. A focus group is unable to elicit memories from as early in life as the childhood memory session. In addition, the memories elicited by the group interviewer are not as relevant and meaningful to participants. When participants read experiences coming from the childhood memory session, those who connect with the earliest childhood memory stories have the strongest attitudes toward Coca-Cola. A discussion describes how this research method aids in generating insights about iconic brands and brands aspiring to become iconic.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2009.05.011