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Marketing semiotics : signs, strategies, and brand value /

By: Oswald, Laura
Material type: BookPublisher: Oxford ; New York : Oxford University Press, c2012.Description: xii, 218 p. : ill. ; 24 cm.ISBN: 9780199566501; 019956650X; 9780199566495 (hbk.); 0199566496 (hbk.)Program: MARK217 MARK936Subject(s): Communication in marketing | Semiotics | Branding (Marketing) | MarketingDDC classification: 658.802
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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Item type Home library Call number Status Date due Barcode Item holds Course reserves
REGULAR University of Wollongong in Dubai
Main Collection
658.802 OS MA (Browse shelf) Available T0045888

MARK936 Winter2024

MARK217 Winter2024

REGULAR University of Wollongong in Dubai
Main Collection
658.802 OS MA (Browse shelf) Available T0045889
Total holds: 0

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.

MARK217 MARK936 UOWD

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