Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5033751 | International Journal of Research in Marketing | 2017 | 20 Pages |
Abstract
A conceptual framework examines how language influences the way consumers interact with brands. Building on a review of two decades of research in the field, this framework draws on Schmitt's model of the Consumer Psychology of Brands (2012) and integrates the language-related disciplines of psycholinguistics, sociolinguistics, and semiotics to convey a novel, interdisciplinary perspective to brand-related managerial concerns. Through this framework, the authors define the domain of brand linguistics, the study of language effects on consumers in brand-related settings. Brand linguistics differs from the traditional disciplines associated with linguistics in that it focuses on the consumer as a unit of analysis and utilizes an interdisciplinary approach to theory. The proposed framework recognizes the implicit emergence of brand linguistics as a subdiscipline of consumer behavior, which is in turn a subdiscipline of marketing (MacInnis & Folkes, 2010). While integrating extant knowledge on the subject, the authors generate new insights and research propositions, and provide concrete suggestions for both academics and practitioners. Moreover, they discuss how well-established findings within fundamental domains of branding might vary once an integrative approach is adopted.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Marina Carnevale, David Luna, Dawn Lerman,