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Go for nothing less than gold?! : The added value of a visual metaphor in communicating luxury perceptions of coffee.

Folsche, M.H.F (2018) Go for nothing less than gold?! : The added value of a visual metaphor in communicating luxury perceptions of coffee.

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Abstract:The package design of a product is a commonly used marketing tactic to influence consumer responses. Especially, when considering food products, extrinsic product characteristics, like the package design, seem to strongly influence consumer’s food perception. More traditional ways of communicating product attributes, by means of textual cues, is an extensively studied research topic that has been proven to be effective. However, recently, research suggests that a more symbolic or metaphorical way of communicating, using visual metaphors, offers new opportunities to signal product attributes. Despite the central role of visual metaphors in modern day advertising, academic research on this topic has been relatively sparse. Therefore, the objective of this study was to examine the added value of a visual metaphor in communicating specific product attributes such as luxury and quality, and how this interacts with textual cues in the form of a brand frame.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74844
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