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The role of advertising in brand image development

Tony Meenaghan (Lecturer in Marketing, Department of Marketing, Graduate School of Business, University College Dublin, Blackrock, County Dublin, Ireland.)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 October 1995



In an increasingly competitive marketplace, greater emphasis is being placed on brand image development as the basis for consumer discrimination. Advertising has a central role to play in developing brand image, whether at the corporate, retail or product level. It informs consumers of the functional capabilities of the brand while simultaneously imbuing the brand with symbolic values and meanings relevant to the consumer. These two functions of advertising closely parallel the informational and transformational schools of advertising effects and theories on the central and peripheral routes to consumer persuasion. Such dichotomous approaches to explanation are unlikely to represent the reality of consumer choice in that brand image is likely to be formed by the simultaneous absorption of advertising messages based on both the functional and expressive capabilities of brands.



Meenaghan, T. (1995), "The role of advertising in brand image development", Journal of Product & Brand Management, Vol. 4 No. 4, pp. 23-34.




Copyright © 1995, MCB UP Limited

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