BEYOND THE ORDINARY: EXPLORING THE MORPHOLOGICAL DIMENSIONS OF LINGUISTIC DEVIATION IN BUILDING BRAND AUTHENTICITY, CREDIBILITY, AND LOYALTY

Abstract

This study explores the impact of linguistic deviations on consumer perceptions of brand authenticity. Through content analysis and survey research, the study examines how metaphors, wordplay, allusions, jargon, and clichés in advertisements influence consumer attitudes toward brand authenticity. The findings reveal that creative language use, particularly metaphors and wordplay, positively affects brand authenticity, credibility, and emotional connection. Conversely, jargon and clichés detract from brand authenticity. The study contributes to the understanding of language's role in branding, highlighting the importance of linguistic creativity in building emotional bonds and trust between consumers and brands. The research provides valuable insights for marketers seeking to craft authentic brand messages and foster meaningful consumer relationships.

Key Words: Morphological analysis, Linguistic deviation, Brand authenticity, Brand credibility, Consumer perception, Marketing communication, Language and branding, Linguistic creativity, Emotional connection, Authentic branding.