Exploring the Symbolic Meaning of Brands
作者:
Richard Elliott,
期刊:
British Journal of Management
(WILEY Available online 1994)
卷期:
Volume 5,
issue 1
页码: 13-19
ISSN:1045-3172
年代: 1994
DOI:10.1111/j.1467-8551.1994.tb00126.x
出版商: Blackwell Publishing Ltd
数据来源: WILEY
摘要:
SUMMARYThe symbolic meaning of brands of trainers is explored using a free‐response stimulus‐bound methodology. Gender differences in the meaning of brands are related to thresholds of elaborative processing of advertising messages. Age differences are related to transformational aspects of advertising for fashion products. The implications for meaning research and strategic brand concept‐image management are disc
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