ARCHETYPAL ASSOCIATIONS OF GEOMETRIC SHAPES: LESSONS FOR MARKETING MANAGERS

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

TALEBNEJAD ATEFEH; RANJBARIAN BAHRAM; BIDRAM HAMID; SAMAVATIAN HOSSEIN

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: JOURNAL OF BUSINESS MANAGEMENT Year:2018 | Volume:9 | Issue:4 Page(s): 787-806

Download Full-Text

Persian Verion

View:

796

Download:

Cites:

Information Journal Paper

Title

ARCHETYPAL ASSOCIATIONS OF GEOMETRIC SHAPES: LESSONS FOR MARKETING MANAGERS

Author(s)

TALEBNEJAD ATEFEH | RANJBARIAN BAHRAM | BIDRAM HAMID | SAMAVATIAN HOSSEIN | Issue Writer Certificate

Keywords

ARCHETYPEQ2

BRAND MEANINGQ2

SHAPEQ2

BRAND PERSONALITYQ1

VISUAL IDENTITYQ1

Abstract

The study seeks to identify how Iranian consumers (Isfahan as the case study) perceive ARCHETYPEs. Drawing on the Theory of SHAPE Symbolism, the study also addresses geometric SHAPEs as potential elements in conveying archetypal meaning to the brands. Findings from several preliminary studies and seventy-seven semi-structured in-depth interviews in the main study revealed that, in spite of some similarities, Isfahan citizens are somewhat different in their perception of ARCHETYPEs compared to western consumers. Moreover, the most and the least fitting SHAPE (s) with each ARCHETYPE were identified. Respondents’ archetypal associations with SHAPEs are based on both intrinsic meaning stemming from SHAPE’s attributes such as symmetry, angularity and number of sides, and referential meaning of SHAPEs.In contrast to the existing literature on geometric SHAPEs, angularity is not the only SHAPE characteristic to affect archetypal associations and is not proved influential in all archetypal perceptions. The results of the present study are invaluable in BRAND MEANING management in general, and for branding and advertising in particular.

Cites

No record.

References

No record.

Cite

APA: Copy

TALEBNEJAD, ATEFEH, RANJBARIAN, BAHRAM, BIDRAM, HAMID, & SAMAVATIAN, HOSSEIN. (2018). ARCHETYPAL ASSOCIATIONS OF GEOMETRIC SHAPES: LESSONS FOR MARKETING MANAGERS. JOURNAL OF BUSINESS MANAGEMENT, 9(4 ), 787-806. SID. https://sid.ir/paper/140222/en

Vancouver: Copy

TALEBNEJAD ATEFEH, RANJBARIAN BAHRAM, BIDRAM HAMID, SAMAVATIAN HOSSEIN. ARCHETYPAL ASSOCIATIONS OF GEOMETRIC SHAPES: LESSONS FOR MARKETING MANAGERS. JOURNAL OF BUSINESS MANAGEMENT[Internet]. 2018;9(4 ):787-806. Available from: https://sid.ir/paper/140222/en

IEEE: Copy

ATEFEH TALEBNEJAD, BAHRAM RANJBARIAN, HAMID BIDRAM, and HOSSEIN SAMAVATIAN, “ARCHETYPAL ASSOCIATIONS OF GEOMETRIC SHAPES: LESSONS FOR MARKETING MANAGERS,” JOURNAL OF BUSINESS MANAGEMENT, vol. 9, no. 4 , pp. 787–806, 2018, [Online]. Available: https://sid.ir/paper/140222/en

Related Journal Papers