The Influence of Metaphors and Product Type on Brand Personality Perceptions and Attitudes

Investigating brand personality of state-owned and private airlines: Maham Versus Iran Air

“…Since brand personality and its dimension are abstract concepts, metaphors can make these concepts more concrete and lasting (Ang & Lim, 2006). In this case, selected metaphors should fit brand personality and delivers, for instance, tranquility, security, safety, intimacy, strength, etc.…”

The Role of Figurative Language Use in the Representation of Tourism Services

“…Ang and Lim (2006) argue that products expressed by metaphors are less honest than non-metaphorical representations. Ang and Lim (2006) say that metaphors reduce the sincerity of the symbolic products to which they refer tourism service too.…”

“…It is hard to define tourism in terms of one particular product or service, and this specific characteristic of tourism makes it more attractive and appropriate to play with its interpretation in marketing related language (Dann, 2012). Creating artful and figurative meanings, metaphors enhance the imagery in tourism (Paivio and Clark, 1986;Ang and Lim, 2006).…”

“…A study conducted by Ang and Lim (2006) divides the products into symbolic and utilitarian. According to this subdivision, tourism products are of a symbolic type.…”

A cultural tourism research agenda

“…In a market context, Khalil (2000) distinguishes between 'substantive' and 'symbolic' and products; substantive products conferring 'welfare utility' in the sense of pecuniary benefits for the consumer, whereas symbolic products accord self-worth or 'selfactualising' utility for the consumer. Following on from this idea, Ang and Lim (2006) concluded that 'symbolic' and 'utilitarian' (i.e. 'substantive') products possess different characteristics that serve to satisfy different core benefits.…”