Article1994

Exploring the Symbolic Meaning of Brands

117 citations0/0 files storedBritish Journal of Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Perception and Purchasing Behavior

Abstract

SUMMARY The 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 discussed.

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References

1981The Meaning of Things 1985Measuring Consumer Involvement Profiles 1986Strategic Brand Concept-Image Management 2010Subculture 1986Social Representations 1991Exploring Differences in Males' and Females' Processing Strategies 1989Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities 1988Material Culture and Mass Consumption

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2009An extended theoretical model of fashion clothing involvement 2013Can Islam and status consumption live together in the house of fashion clothing?2000The Attribute-mediation and Product Meaning approaches to the influences of human values on consumer choices 2016Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups 2009Examining Brand Equity Antecedent/Consequence Relationships 2016Understanding meaning transfer in celebrity endorsements: a qualitative exploration

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