TY  - JOUR
AB  - 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.
VL  - 4
IS  - 4
SN  - 1061-0421
DO  - 10.1108/10610429510097672
UR  - https://doi.org/10.1108/10610429510097672
AU  - Meenaghan Tony
PY  - 1995
Y1  - 1995/01/01
TI  - The role of advertising in brand image development
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 23
EP  - 34
Y2  - 2024/04/18
ER  -