On Resonance: A Critical Pluralistic Inquiry Into Advertising Rhetoric

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 (1986) 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