...T.C. Melewar; Lynn L.K. Lim; Margo Buchanan‐Oliver; Angela Cruz; Jonathan E. Schroeder Purpose This paper aims to provide a theoretical analysis of contemporary brand communication for technology products, focused on how the human body functions as a metaphorical and communicative device, to shed...

...Joby John Examines the “dramaturgical” view of the service encounter to understand the service consumption experience. Illustrates this by demonstrating how the drama metaphor is applicable and useful in understanding perceived quality in health care services. Presents a strategic model...

...Cathy Goodwin Although services research has made extensive use of metaphors, there is a need to understand the way metaphors incorporate assumptions about the phenomenon under study, the focus of research attention and managerial implications. Defines metaphors as a transfer of information from...