On Branding in the Western World With Figurative Content Factors: A Case of Established Versus Non-Established Brands

Abstract

The current study investigates whether lines of verse as a content factor are figurative enough to change consumer attitudes. It was found that slogans by non-established brands using a figurative line of verse by Emily Dickinson reduced the liking of their advertisements for air travel services in comparison to those by four major established airlines in the Western world that did not do so. This study is among the few research papers that devote their attention to what is more effective means of claiming possession of some particular attribute rather than how to structure an advertising message.

KEYWORDS:

• figurative
• content factor
• slogans
• advertisement liking
• lines of verse