Exploring the Symbolic Meaning of Brands
British Journal of ManagementPublished 1 December 1994
Richard Elliott
Citations117
SJR quartileQ1
SJR score2.27
SNIP2.04
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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.
Keywords
Social SciencesArts and HumanitiesBusiness, Management and Accounting
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