Exploring the Symbolic Meaning of Brands
使用自由反应刺激绑定方法探索运动鞋品牌的象征意义，发现性别差异与广告信息精细加工阈值相关，年龄差异与时尚产品广告的变革性相关，对意义研究和品牌概念形象管理有启示。
SUMMARY The symbolic meaning of brands of trainers is explored using a free‐response stimulus‐bound methodology. Gender differences in the meaning of brands are related to thresholds of elaborative processing of advertising messages. Age differences are related to transformational aspects of advertising for fashion products. The implications for meaning research and strategic brand concept‐image management are discussed.