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Exploring the Symbolic Meaning of Brands
Author(s) -
Elliott Richard
Publication year - 1994
Publication title -
british journal of management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.407
H-Index - 108
eISSN - 1467-8551
pISSN - 1045-3172
DOI - 10.1111/j.1467-8551.1994.tb00126.x
Subject(s) - meaning (existential) , transformational leadership , advertising , psychology , the symbolic , social psychology , marketing , business , psychoanalysis , psychotherapist
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.