The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes

Swee Hoon Ang, Elison Ai Ching Lim
2006 Journal of Advertising  
JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. 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
more » ... dlines 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. brand personalities can grow and evolve over time (Goodyear Swee Hoon Ang (Ph.D., University of British Columbia) is an as sociate professor in the Department of Marketing at the NUS
doi:10.1080/00913367.2006.10639226 fatcat:t44n4ut3tjfczh2xycqn2l5tlu