Marketing semiotics : signs, strategies, and brand value /
By: Oswald, LauraMaterial 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
|Item type||Home library||Call number||Status||Date due||Barcode||Item holds|
|REGULAR||University of Wollongong in Dubai Main Collection||658.802 OS MA (Browse shelf)||Available||T0045888|
|REGULAR||University of Wollongong in Dubai Main Collection||658.802 OS MA (Browse shelf)||Available||T0045889|
Includes bibliographical references (p. -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