Oswald, Laura.

Marketing semiotics : signs, strategies, and brand value / Laura R. Oswald. - Oxford ; New York : Oxford University Press, c2012. - xii, 218 p. : ill. ; 24 cm.

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.

9780199566501 019956650X 9780199566495 (hbk.) 0199566496 (hbk.)


GBB0E4874 bnb

015710026 Uk

Communication in marketing.
Branding (Marketing)

HF5415.123 / .O78 2012


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