Consumer brand knowledge: a research on storytelling and collage technique

The consumers store brand-related information in their minds through two ways, episodic and semantic memory. In the episodic memory, there are more details about personal experiences, significant events and links regarding the brand. Semantic recall appears when the meanings of words and symbols are remembered. In this study, Gumushane University’s academicians and students using GSM operators (Turkcell, Avea, Vodafone) concerning the consumer brand knowledge is measured with collage technique which demonstrates brand associations and storytelling. The participants, brand owner, stated brand associations which evoked emotions: Price information, functional benefit and symbolic codes. Also, they share positive and negative experiences about their brands and compare it with their friends, customer services, spouses and the competing brands in their story which have experienced to GSM operators. Finally the participants explained emotions and story to their brands with collage technique which constitutes of different newspapers’ images. The data obtained from this study can be seen a starting-point for further researches by supporting it with verbal-based methods.