Show simple item record

dc.contributor.advisorAitken, Robert
dc.contributor.advisorFerguson, Shelagh
dc.contributor.authorAvis, Mark
dc.date.available2013-03-06T02:12:16Z
dc.date.copyright2013
dc.identifier.citationAvis, M. (2013). Humanlike brands and metaphor: applications and consequences (Thesis, Doctor of Philosophy). University of Otago. Retrieved from http://hdl.handle.net/10523/3758en
dc.identifier.urihttp://hdl.handle.net/10523/3758
dc.description.abstractBrand personality and brand relationships have both become important concepts in the branding literature, but there are some fundamental problems with the theory and research that supports the concepts. As such, the question that the thesis seeks to answer is whether the brand personality and brand relationship concepts have utility, or are cognitively successful theory, for understanding consumer perceptions. As a primarily conceptual thesis, this work examines the brand personality and relationship concepts, and finds several problems in the literature; a grey area regarding whether the concepts are metaphoric or descriptive of a perceptual reality for consumers (they actually think of brands as humanlike), ambiguous conceptualisation, the blurring of the concepts with other concepts, as well as limited empirical support. For the latter point, research is used to examine whether consumers perceive brands as humanlike, and the validity of the foundational scale for most brand personality research is examined. As a result of the reviews and research, the thesis concludes that the concepts of brand personality and brand relationships present a poor direction for the development of brand research and theory. The paper concludes with two directions that may better serve to understand the perceptions of consumers; user imagery, and the concept of the firm. As such the thesis contributes to brand theory through clarification of important brand concepts, and uses the clarification as a basis for proposing new directions for research and theory.
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectBrand Personality
dc.subjectBrand Relationships
dc.subjectBranding
dc.subjectAnthropomorphism
dc.subjectAnthropomorphizm
dc.subjectAnimism
dc.subjectMetaphor
dc.subjectBrand
dc.titleHumanlike brands and metaphor: applications and consequences
dc.typeThesis
dc.date.updated2013-03-06T01:19:03Z
dc.language.rfc3066en
thesis.degree.disciplineMarketing
thesis.degree.nameDoctor of Philosophy
thesis.degree.grantorUniversity of Otago
thesis.degree.levelDoctoral
otago.openaccessOpen
 Find in your library

Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record