haku: @author Davies, G. / yhteensä: 27
viite: 6 / 27
| Tekijä: | Davies, G. Chun, R. |
| Otsikko: | The Use of Metaphor in the Exploration |
| Lehti: | Journal of Marketing Management
2003 : FEB, VOL. 19:1-2, p. 45-72 |
| Asiasana: | BRANDS MODELS |
| Kieli: | eng |
| Tiivistelmä: | The use of metaphor in research and in marketing is discussed. A typology is presented for the structure of the use of metaphor in understanding the brand concept. Three underpinning or 'root' metaphors are identified together with fourteen associated branch or sub- metaphors. The three root metaphors are: brand as differentiating mark, brand as person and brand as asset. A number of issues surrounding the use of metaphor in the literature on branding are identified. These include the mixing of metaphors and attempts to treat metaphors as if they are terms or constructs capable of separate definition, instead of devices by which we can understand more about the brand concept. |
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