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Animals and brand association in advertising
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
Internationella Handelshögskolan i Jönköping.
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).
2013 (engelsk)Inngår i: NFF 2013: On Practice and Knowledge Eruptions. ISSN 2298-3112, Nordic Academy of Management, University of Iceland , 2013Konferansepaper, Publicerat paper (Annet vitenskapelig)
Abstract [en]

Advertising fulfils a number of functions for a brand, such as informing, persuading and reminding consumers of the brand. Advertising helps create and sustain brand associations in the mind of the consumer. Selecting the most appropriate symbols for a brand is part of the crea-tion of positive associations. Consumers are active in the creation process when they construct a comprehensive set of brand associations, which help them make infer-ences about the product or service and construct a brand image. A brand association is defined as “anything that is linked in memory to a brand”.We have observed more animals in advertising and assume that the animal is expected to benefit the organi-sation by creating positive brand associations. The pur-pose is to investigate the use of animals in advertising and conceptualize how the animals support the associa-tion process.Recent advertising shown in the Swedish media (dur-ing 2012) which featured animals was identified and analysed. Use was made of an analysis guide for coding purposes. In the advertising, the specific animal, the product (or service or brand), the way in which the ani-mal was shown as well as the specific associations were examined.Preliminary findings suggest that animals are used in a rational way when examining the product category (e.g. dairy products and cows, cat food and cats). But the use of animals can also convey a somewhat subtle mes-sage like the lifestyle of a person portrayed with no direct connection to the functionality of the product (e.g. dogs in advertisements for cars).

sted, utgiver, år, opplag, sider
Nordic Academy of Management, University of Iceland , 2013.
HSV kategori
Forskningsprogram
Ekonomi, Företagsekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-31170OAI: oai:DiVA.org:lnu-31170DiVA, id: diva2:677992
Konferanse
22nd Nordic Academy of Management Conference (NFF)"On Practice and Knowledge Eruptions", Reykjavik, Iceland, August 21-23, 2013
Merknad

The proceedings are available on a USB key. ISSN 2298-3112

Tilgjengelig fra: 2013-12-10 Laget: 2013-12-10 Sist oppdatert: 2015-05-27bibliografisk kontrollert

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