Creating Brand Meaning: A Review and Research Agenda

In this paper I review, from the perspective of experimental research, studies that have examined how brands acquire cultural meaning, and suggest future research directions. McCracken's (Journal of Consumer Research, 13, 1986 and 71) model of the meaning transfer process gained influence about thirty years ago, but experimental studies of the processes it posited have been limited in their scope. The review is organized around three questions. First, what should be the dependent variables: the types of meanings that can adhere to brands? Second, what have we learned from studies on the types of visual, sensory, and human cues that are the sources of particular types of brand meaning-our independent variables? Third, what do we know, and need to know, about the inferential and other processes through which consumers "take possession" of these brand meanings from these cues? The review concludes with a research agenda.