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The Impact of Visual Metaphors on Brand Image
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
2018 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This thesis aims to investigate the impact of visual metaphor advertising on brand image by focusing on the metaphor’s different levels of complexity. The focus is hereby set on visual metaphors with low and medium complexity. To investigate this impact, a quantitative research design comprising a field experiment with 102 participants has been carried out. After conducting a one-way MANOVA, the empirical results suggest that visual metaphors have a positive impact on the consumer’s perception of a brand. The comparison of the two levels of complexity, however, resulted in no significant difference, which shifts the focus of the metaphor creation to the recipients’ comprehension instead of focusing on the ultimate level of complexity to trigger the most positive reaction. In sum, the findings of this thesis provide several practical implications, especially in helping marketers by using marketing metaphors to establish a positive bond between the communicating brand and the observer.

Place, publisher, year, edition, pages
2018.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-68484OAI: oai:DiVA.org:kau-68484DiVA, id: diva2:1231325
Educational program
Master Programme in Business Administration
Supervisors
Examiners
Available from: 2018-07-06 Created: 2018-07-06 Last updated: 2018-07-06Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • de-DE
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  • en-US
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  • nn-NB
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  • Other locale
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Output format
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