Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/43919
Title: The influence of metaphors and product type on brand personality perceptions and attitudes
Authors: Ang, S.H. 
Lim, E.A.C.
Issue Date: 2006
Source: Ang, S.H.,Lim, E.A.C. (2006). The influence of metaphors and product type on brand personality perceptions and attitudes. Journal of Advertising 35 (2) : 39-53. ScholarBank@NUS Repository.
Abstract: This study investigates whether metaphors in advertising have a synergistic or compensatory effect on brand personality perceptions of utilitarian and symbolic products. The effects of metaphoric headlines versus pictures are also compared. In general, brands using metaphors in ads were perceived to be more sophisticated and exciting, but less sincere and competent than those using literal headlines or pictures. Ad attitudes, brand attitudes, and purchase intention were also enhanced with metaphoric advertising. In addition, compared with utilitarian products, symbolic products were perceived to be more sophisticated and exciting, but less sincere and competent. It is interesting to note that when metaphors were used for utilitarian products, perceptions of sophistication and excitement were enhanced, whereas sincerity was diluted. The results suggest that metaphors can be strategically used to influence brand personality perceptions, particularly for utilitarian products. Theoretical and managerial implications, as well as directions for future research, conclude this paper. © 2006 American Academy of Advertising. All rights reserved.
Source Title: Journal of Advertising
URI: http://scholarbank.nus.edu.sg/handle/10635/43919
ISSN: 00913367
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.

Page view(s)

190
checked on Dec 8, 2017

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.