Content
Introduction ix
Chapter 1 - Brands and branding: the relationship between a customer and a brand 1
1.1 Brand Meaning 1
1.2 Types of brand association 3
1.3 The evolution of brand meaning 6
1.4 Marketing and Brand Relationship 9
Chapter 2: Brand and metaphor 12
2.1 What a metaphor is and its usage in advertisement 12
2.2 Metaphor in Marketing and the three root metaphor for brand 13
2.3. The seven metaphors 17
Chapter 3: Mixed-methods and cross-cultural researches 21
3.1 Mixed-methods designs’ types 21
3.2 Selection of the best suitable method design 30
3.3 Cross-cultural research methodological issues 32
Chapter 4 – Empirical Study 36
4.1 Objective and methodology 36
4.1.1 Pre-test 37
4.1.2 The questionnaire 40
4.2 Data Analysis 43
4.2.1 The Metaphors 44
4.2.2 Descriptive results of the manipulation variables 46
4.2.3. Analysis of the moderating variables 50
4.2.4. The behavioral variables 62
References 79
