Paper Information

Title: 

METAPHORICAL CONSUMER BEHAVIOR ANALYSIS (SURVEYING THE RULE OF PSYCHOLOGY INTO THE APPLICATION OF COMMERCIAL BRAND)

Type: POSTER
Author(s): MAKIAN S.S.,YILDIRIM N.
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

Brand meaning is at the heart of consumer behavior. Commercial brand analysis that accompany with psychological effects on consumer behavior can lead to better managing this brand. If every commercial brand considered as respects to this metaphorical actions in its special contexture (as respects to the situation of the manufacturer group of that commercial name) create a new contextual act. In other words recreates anew meaning that in fact is like an organizational event .if consumer's metaphors analyze and expand will transform to reason for continued behavior consumption and lead to better marketing. Recognizing metaphorical function with assistance of described qualitative procedure will lead to better acting and managing this brand. Hence considering the importance of psychology in interpreting metaphors by use of psychological analytic, acquaint with metaphorical brand traits and considered metaphorical role of consumer behavior are expressed.

 
Keyword(s): COMMERCIAL BRAND, METAPHOR, ORGANIZATION, CONSUMER BEHAVIOR, EXCERPTION, ATTRIBUTION
 
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