Marketing semiotics : signs, strategies, and brand value / Laura R. Oswald.
By: Oswald, Laura R.
Material type:
BookPublisher: Oxford ; New York : Oxford University Press, 2012Description: xii, 218 p. : ill. ; 24 cm.ISBN: 9780199566501; 019956650X; 9780199566495 (hbk.); 0199566496 (hbk.).Subject(s): Communication in marketing | Semiotics | Branding (Marketing) | MarketingDDC classification: 658.802 Online resources: Contributor biographical information | Publisher description | Table of contents only Summary: Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.
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Eastern University Library General Stacks | 658.802 OSM 2012 (Browse shelf) | Available | 15477 | |
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Eastern University Library General Stacks | 658.802 OSM 2012 (Browse shelf) | Not For Loan | 15478 |
Includes bibliographical references (p. [203]-213) and index.
Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.
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