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Carol M. Megehee
Researcher at College of Business Administration
Publications - 35
Citations - 910
Carol M. Megehee is an academic researcher from College of Business Administration. The author has contributed to research in topics: Storytelling & Empirical research. The author has an hindex of 17, co-authored 35 publications receiving 774 citations. Previous affiliations of Carol M. Megehee include University of South Alabama & Nicholls State University.
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Journal ArticleDOI
Fashion marketing of luxury brands: Recent research issues and contributions
Eunju Ko,Carol M. Megehee +1 more
TL;DR: The article as discussed by the authors summarizes each of the fifteen articles included in this special issue on fashion marketing of luxury brands and provides a rationale for the inclusion of each article, grouped by topic, even though many of the articles include information relevant to at least one other topic.
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Social benefits of brand logos in presentation of self in cross and same gender influence contexts
TL;DR: This article found that conspicuous displays of luxury qualify as a costly signaling trait that elicits status-dependent favorable treatment in human social interactions, and that such self-display may increase deference and compliance in presentations of self.
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Creating visual narrative art for decoding stories that consumers and brands tell
TL;DR: Visual narrative art (VNA) as discussed by the authors is a form of storytelling that can be used to express emotions of the protagonist and/or audience member, to vent anger, or to report bliss about events and outcomes that words alone cannot communicate.
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Consumer enactments of archetypes using luxury brands
TL;DR: This article explored the meaning of luxury brands through the use of visual narrative art created from studying consumer blog entries and extended the consumer storytelling literature that follows from creating VNA and its use for deepening understanding of consumer reports of their enactments of brand myths.
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Consumer Sociability and Service Provider Expertise Influence on Service Relationship Success
TL;DR: In this article, the authors examined the impact of consumer sociability and service provider perceived expertise on service relationship success and found that sociability does have a significant impact on relationship success; thus, providing support for the importance of customer traits in relati...