search query: @indexterm ADVERTISING RESEARCH / total: 488
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| Author: | Kates, S. M. Goh, C. |
| Title: | Brand morphing: implications for advertising theory and practice |
| Journal: | Journal of Advertising
2003 : SPRING, VOL. 32:1, p. 59-68 |
| Index terms: | Advertising research Brands Culture Consumer behaviour |
| Language: | eng |
| Abstract: | Contemporary cultural conditions present many challenges to academicans* and practitioners' understandings of the ways consumers interpret brands and advertising. The article advances the concepts of brand morphing, that is, the ways that brand meanings change among different groupings of consumers as facilitated by ad practitioners' efforts to accommodate, reinforce, and create diverse cultural meanings across different international markets. |
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