Brand Morphing--Implications for Advertising Theory and Practice

@article{Kates2003BrandMF,
  title={Brand Morphing--Implications for Advertising Theory and Practice},
  author={Steven M. Kates and Charlene E Goh},
  journal={Journal of Advertising},
  year={2003},
  volume={32},
  pages={59 - 68}
}
  • S. Kates, C. Goh
  • Published 1 April 2003
  • Psychology
  • Journal of Advertising
Contemporary cultural conditions present many challenges to academicians' and practitioners' understandings of the ways consumers interpret brands and advertising. This article advances the concept 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. Depth interview data from a study of ad… 
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