Menu
×
West Ashley Library
Closed (2024 - Labor Day)
Phone: (843) 766-6635
Folly Beach Library
Closed (2024 - Labor Day)
Phone: (843) 588-2001
Edgar Allan Poe/Sullivan's Island Library
Closed (2024 - Labor Day)
Phone: (843) 883-3914
Wando Mount Pleasant Library
Closed (2024 - Labor Day)
Phone: (843) 805-6888
Village Library
Closed (2024 - Labor Day)
Phone: (843) 884-9741
St. Paul's/Hollywood Library
Closed (2024 - Labor Day)
Phone: (843) 889-3300
Otranto Road Library
Closed (2024 - Labor Day)
Phone: (843) 572-4094
Mt. Pleasant Library
Closed (2024 - Labor Day)
Phone: (843) 849-6161
McClellanville Library
Closed (2024 - Labor Day)
Phone: (843) 887-3699
Keith Summey North Charleston Library
Closed (2024 - Labor Day)
Phone: (843) 744-2489
John's Island Library
Closed (2024 - Labor Day)
Phone: (843) 559-1945
Hurd/St. Andrews Library
Closed (2024 - Labor Day)
Phone: (843) 766-2546
Miss Jane's Building (Edisto Library Temporary Location)
Closed (2024 - Labor Day)
Phone: (843) 869-2355
Dorchester Road Library
Closed (2024 - Labor Day)
Phone: (843) 552-6466
John L. Dart Library
Closed (2024 - Labor Day)
Phone: (843) 722-7550
Baxter-Patrick James Island
Closed (2024 - Labor Day)
Phone: (843) 795-6679
Main Library
Closed (2024 - Labor Day)
Phone: (843) 805-6930
Bees Ferry West Ashley Library
Closed (2024 - Labor Day)
Phone: (843) 805-6892
Mobile Library
Closed (2024 - Labor Day)
Phone: (843) 805-6909
Today's Hours
West Ashley Library
Closed (2024 - Labor Day)
Phone: (843) 766-6635
Folly Beach Library
Closed (2024 - Labor Day)
Phone: (843) 588-2001
Edgar Allan Poe/Sullivan's Island Library
Closed (2024 - Labor Day)
Phone: (843) 883-3914
Wando Mount Pleasant Library
Closed (2024 - Labor Day)
Phone: (843) 805-6888
Village Library
Closed (2024 - Labor Day)
Phone: (843) 884-9741
St. Paul's/Hollywood Library
Closed (2024 - Labor Day)
Phone: (843) 889-3300
Otranto Road Library
Closed (2024 - Labor Day)
Phone: (843) 572-4094
Mt. Pleasant Library
Closed (2024 - Labor Day)
Phone: (843) 849-6161
McClellanville Library
Closed (2024 - Labor Day)
Phone: (843) 887-3699
Keith Summey North Charleston Library
Closed (2024 - Labor Day)
Phone: (843) 744-2489
John's Island Library
Closed (2024 - Labor Day)
Phone: (843) 559-1945
Hurd/St. Andrews Library
Closed (2024 - Labor Day)
Phone: (843) 766-2546
Miss Jane's Building (Edisto Library Temporary Location)
Closed (2024 - Labor Day)
Phone: (843) 869-2355
Dorchester Road Library
Closed (2024 - Labor Day)
Phone: (843) 552-6466
John L. Dart Library
Closed (2024 - Labor Day)
Phone: (843) 722-7550
Baxter-Patrick James Island
Closed (2024 - Labor Day)
Phone: (843) 795-6679
Main Library
Closed (2024 - Labor Day)
Phone: (843) 805-6930
Bees Ferry West Ashley Library
Closed (2024 - Labor Day)
Phone: (843) 805-6892
Mobile Library
Closed (2024 - Labor Day)
Phone: (843) 805-6909
Patron Login
menu
Item request has been placed!
×
Item request cannot be made.
×
![loading](/sites/all/modules/hf_eds/images/loading.gif)
When Brand Narratives Are Written in Metaphoric Terms, Can They Weaken Self-Brand Connections?
Item request has been placed!
×
Item request cannot be made.
×
![loading](/sites/all/modules/hf_eds/images/loading.gif)
- Author(s): Do, Sydni Fomas (AUTHOR); Reimann, Martin (AUTHOR); López, Alberto (AUTHOR); Castaño, Raquel (AUTHOR); Escalas, Jennifer Edson (AUTHOR); Hamby, Anne (AUTHOR)
- Source:
Journal of the Association for Consumer Research. Jan2024, Vol. 9 Issue 1, p21-31. 11p.- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: Previous research has established that brand narratives can strengthen the connection between consumers and brands. The present investigation raises the question of whether this finding holds when narratives are written in metaphoric terms. Three studies, including a pilot study of Amazon.com brand reviews (N = 1,000) and two experiments (N = 4,017), illustrate that metaphoric (vs. nonmetaphoric) narratives can actually weaken the self-brand connection. The studies illuminate that, while metaphoric narratives are prevalent in consumer reviews, such reviews seem less likely to provide the narrative structure necessary to establish a strong connection with the brand. This work contributes to the novel insight that while consumers often use metaphors as a way to talk about brands, relying on metaphors may actually weaken the review writer's connection with the brand. This effect remains robust even when considering high levels of brand familiarity and linguistic abilities of the brand review writer. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of the Association for Consumer Research is the property of University of Chicago Press and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Contact CCPL
Copyright 2022 Charleston County Public Library Powered By EBSCO Stacks 3.3.0 [350.3] | Staff Login
No Comments.