Emotional and Relational Proximities as Explanatory Factors for Affective Meaning Transfer between Brands and Print Media Brands

Abstract

This paper examines the emotional and relational proximities between print media brands and advertiser brands from the standpoint of theories of meaning transfer and implicit evaluation. To this end, a “hybrid” scale for measuring emotions is created and tested against five successive data sets. Results indicate that this measurement tool can differentiate brands in terms of their respective emotional field. Analysis shows that the emotional proximity between these two types of brand echoes the measure of their affective relational proximity.