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A Bilingual’s Perspective on Polysemous and Single Meaning Slogans
16 references·2 citing·42 second hop
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References

  • 1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error108,884 cited
  • 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.81,863 cited
  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 2025Advances in Consumer Research13,264 cited
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  • 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods2,852 cited
  • 1990Handbook of social psychology2,354 cited
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  • 1999Visual Rhetoric in Advertising: Text‐Interpretive, Experimental, and Reader‐Response Analyses657 cited
  • 1998Guidelines for Selecting or Modifying Logos655 cited
  • 1983Marketing: Theory and Practice625 cited
  • 1992

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A Meaning-Based Model of Advertising Experiences
580 cited
  • 1994The Spoken and the Unspoken: A Hermeneutic Approach to Understanding the Cultural Viewpoints That Underlie Consumers' Expressed Meanings485 cited
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    • 2023A cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand8 cited
    • 2024Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations7 cited