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 branding...

Full description

Bibliographic Details

Main Authors:	Harun, Mohd Fauzi, Abd Rahman, Khairol Ezedy, Mahsan, Ida Puteri, Mat Alim, Muliyati, Nik Abdullah, Nik Narimah, Amos, Fareez Vincent
Format:	Article
Language:	en
Published:	Faculty of Business and Management 2025
Subjects:	Marketing Branding (Marketing)
Online Access:	https://ir.uitm.edu.my/id/eprint/118994/1/118994.pdf https://ir.uitm.edu.my/id/eprint/118994/ https://journal.uitm.edu.my/ojs/index.php/JIBE/index
Tags:	Add Tag No Tags, Be the first to tag this record!