The Effects of Brand Metaphors as Design Innovation: A Test of Congruency Hypotheses

Noble, Charles H.; Bing, Mark N.; Bogoviyeva, Elmira

doi:10.1111/jpim.12067

Cited by 16 publications

(24 citation statements)

References 57 publications

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“…Stories led to the identification of previously unknown customer problems, whereas metaphors helped spark ideas on the ways in which the customer problems could be solved. The current study extends previous NPD research (Noble et al, ) by showing how metaphors can complement stories in the generation of breakthrough ideas.…”

Section: Discussionsupporting

confidence: 84%

“…From a marketing perspective, metaphors are known for their value in communicating new product benefits (Zaltman & Coulter, ). Experiments across product categories have shown the value of metaphors in conveying the brand positioning in marketing campaigns in the later stages of NPD (Noble et al, ). Although the knowledge management literature acknowledges the role of metaphors in juxtaposing concepts and creating new knowledge (Nonaka, ), empirical evidence is sparse.…”

Section: Literature Review and Theoretical Perspectivementioning

confidence: 99%

“…For example, the role of stories and metaphors in communicating with customers and in advertising has been recognized (e.g. Gorry & Westbrook, 2011;Noble, Bing, & Bogoviyeva, 2013). Similarly, the value of stories and metaphors in promoting project-to-project learning in NPD teams has been identified (Goffin & Koners, 2011).…”

Section: Introductionmentioning

confidence: 99%

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“Telling tales”: Stories, metaphors and tacit knowledge at the fuzzy front‐end of NPD

2017

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Breakthrough ideas depend upon the generation of new knowledge, which emerge from the conversion of tacit knowledge at the fuzzy front‐end (FFE) of new product development (NPD). The occurrence of stories and metaphors has been strongly linked to tacit knowledge, however, empirical studies that examine how stories and metaphors harness tacit knowledge in the FFE are lacking. In addition, how managers can use stories and metaphors to develop breakthrough product ideas is unclear. To address these gaps, an ‘in‐situ’ empirical case study was conducted in the European subsidiary of a B2C multinational. This study investigated the role, characteristics and interplay of stories and metaphors emerging in discussions between managers and customers in a collaborative design workshop (CDW). Taking a knowledge management theoretical perspective, the data were analyzed using the well‐known SECI framework. The results clearly show that significant new knowledge was created based on the discussions in a CDW and stories and metaphors were important mechanisms for this. Importantly, it was stories related to product usage that triggered breakthrough ideas. The study extends the understanding of how breakthrough ideas emerge; it proposes a tentative conceptual framework; and it provides managers with recommendations of how to use stories and metaphors effectively during the FFE.

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Section: Discussionsupporting

confidence: 84%

Section: Literature Review and Theoretical Perspectivementioning

confidence: 99%

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“Telling tales”: Stories, metaphors and tacit knowledge at the fuzzy front‐end of NPD

2017

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“…At the syntactic level, recent research (Miller and Toman, 2015) has suggested that compared with syntactically simple slogans, moderately complex slogans stimulate deeper processing improving brand recall and interpretation. At the semantic level, quite a lot of research has been carried out into linguistic and visual metaphors in brand naming (Noble et al, 2013). However, as we have said, there is very little research on brand slogans.…”

Section: Literature Reviewmentioning

confidence: 98%

Linguistic Choice in a Corpus of Brand Slogans: Repetition or Variation

Musté

Stuart

Botella

2015

Procedia - Social and Behavioral Sciences

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This article analyses the linguistic choices realized in a corpus of brand slogans. Our main hypothesis is that these choices are determined by the socio-semantics of two factors: repetition and variation. Repetition and variation are twin strategies to enhance memorability of the product in the potential consumer. The results of our research are a classification system of linguistic choices in brand slogans at four levels: phonological, lexico-grammatical, syntactic and semantic.

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“…Metaphors can also make brands appear more sophisticated, exciting (Ang & Lim, 2006), differentiated, and vivid (Noble et al, 2013). A reason these positive effects occur is that consumers often gain pleasure from processing and resolving arrangements of signs that are immediately difficult to understand, which semiotics theory refers to as "pleasure of the text" (Barthes, 1985).…”

Section: Effects Of Using Metaphorsmentioning

confidence: 99%

More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention

Luffarelli

Feiereisen

Zoghaib

2021

Psychology and Marketing

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Metaphors appear frequently in marketing communications. Prior literature evokes various positive outcomes of using metaphors to promote products but offers relatively limited insights into the potentially negative effects of this rhetorical figure on product perception, product choice, and adoption intention. Building on processing fluency theory, the authors investigate benefits and drawbacks of using metaphors to promote products. The results of eight studies reveal that, compared with literal claims, metaphors can make products appear more innovative but also less socially responsible. A dual process explains these effects on product perception: consumers tend to view products promoted with metaphors as more unfamiliar and thus innovative, but also as more untrustworthy and thus less socially responsible. In a further step, by examining whether using metaphors to promote products increases or decreases product choice and adoption intentions, the authors find increased product choice for brands with innovative personalities but diminished product choice for brands with socially responsible personalities. Using metaphors also boosts the adoption intentions of consumers who value innovativeness in products but lowers these intentions among consumers who value social responsibility. These findings offer novel insights into the effects of metaphors, along with actionable recommendations for practitioners.

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The Effects of Brand Metaphors as Design Innovation: A Test of Congruency Hypotheses

Abstract: Metaphors are a common tool in brand design

Cited by 16 publications

References 57 publications

“Telling tales”: Stories, metaphors and tacit knowledge at the fuzzy front‐end of NPD

“Telling tales”: Stories, metaphors and tacit knowledge at the fuzzy front‐end of NPD

Linguistic Choice in a Corpus of Brand Slogans: Repetition or Variation

More innovative but less socially responsible: The influence of using metaphors in marketing communications on product perception, choice, and adoption intention

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