Brand Morphing--Implications for Advertising Theory and Practice

  title={Brand Morphing--Implications for Advertising Theory and Practice},
  author={Steven M. Kates and Charlene E Goh},
  journal={Journal of Advertising},
  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… 
Projecting Authenticity Through Advertising: Consumer Judgments of Advertisers' Claims
Authenticity is a cornerstone of contemporary marketing. Yet how do firms develop brand positions based on authenticity when marketing, and in particular, advertising, is believed to be antithetical
Global brand positioning and perceptions
Global consumer culture is recognised as a collection of common signs and symbols (e.g. brands) that are understood by significant numbers of consumers in urban markets around the world.
How global brands travel with consumers
Purpose – The brand management literature argues that the standardization of branding strategy across global markets leads to consistent and well‐defined brand meaning. The paper aims to challenge
Endorser age and stereotypes: Consequences on brand age
This paper links findings from research on different age types to branding literature, and adds insight into how to rejuvenate a brand through the use of endorsers in advertisements. The article
Use of Ambiguity in Advertising Creativity: A Cross-Cultural Perspective
The present study aims to explore a tendency of using ambiguity for advertising creativity and to compare the differences of ad message presentation in American ads and Korean ads. Data come from
Titanic: Consuming the Myths and Meanings of an Ambiguous Brand
Myths have come of age in consumer research. In the 22 years since Levy's inaugural article, the literature has grown at an impressive rate. Yet important questions remain unanswered: What makes some
Which cues cause consumers to perceive brands as more global? A conjoint analysis
Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’
Using Indian Punjabi Sikh men living in Britain as our sample group we argue that existing consumer acculturation theories are both limited and inaccurate in their renderings of consumer behaviour.
Global brand communities across borders: the Warhammer case
Purpose – The “brand community” concept believes that the meaning of the brand transcends national boundaries. However, such an assumption presents challenges arising out of several reasons including
Vigilante Marketing and Consumer-Created Communications
Consumers, acting independently of marketers and advertisers, have started creating and disseminating documents that strongly resemble, in form and intent, ads for the brands that they love.


A Meaning-Based Model of Advertising Experiences
This article adopts and extends a meaning-based approach to advertising. We emphasize the consumer's perspective and seek to address important factors that motivate and shape actualized advertising
Noticing Cultural Differences: Ad Meanings Created by Target and Non-Target Markets
Abstract Target marketing is an increasingly crucial component of marketing strategy, particularly given the expanding cultural diversity of the nation's population. Prior research suggests marketers
Matching Advertising Appeals to Culture: The Influence of Products' Use Conditions
Abstract In an empirical study, the authors investigated the effects of different advertising appeals used in the United States and China. The study focused on the match between values expressed in
The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audiences
Advertising research has focused exclusively on the solitary subject at the expense of understanding the role that advertising plays within the social contexts of group interaction. We develop a
Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture
In this study, the authors examine the emergence of brand positioning strategies in advertising that parallel the growth of the global marketplace. A new construct, global consumer culture
Brand Community
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand.
Marketer Acculturation: The Changer and the Changed
Adapting to consumers from another culture is a quintessential task for marketers in the global marketplace. This research investigates marketers’ processes of multicultural learning and adaptation
The Ever Entangling Web: A Study of Ideologies and Discourses in Advertising to Women
Abstract The authors combine discursive textual analysis and the findings from long interviews to understand and theorize about the ideological representations of women in a specific discursive field
Speaking of Fashion: Consumers' Uses of Fashion Discourses and the Appropriation of Countervailing Cultural Meanings
This article explores the ways that consumers use fashion discourse to inscribe their consumption behaviors in a complex ideological system of folk theories about the nature of self and society.
The Effect of Consumer Prejudices on Ad Processing: Heterosexual Consumers' Responses to Homosexual Imagery in Ads
Abstract Advertising researchers often assume that the audience reacts to ads homogeneously, but evidence suggests that individuals process ads subjectively on the basis of their membership in groups