Metaphor Beyond Branding: From the Perspective of Cultural Semiotic
Metaphors can help brands tell compelling stories about their products and values, but they also can create false associations between a product and unrelated concepts. Thus, the study explores the role of cultural values and beliefs in shaping the use of metaphors in Malaysian food product brandin...
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| Hlavní autoři: | , , , , , |
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| Médium: | Artigo |
| Jazyk: | Inglês |
| Vydáno: |
UiTM Press
2025-05-01
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| Edice: | Journal of International Business, Economics and Entrepreneurship |
| Témata: | |
| On-line přístup: | https://journal.uitm.edu.my/ojs/index.php/JIBE/article/view/3529 |
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