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Marketing semiotics : signs, strategies, and brand value / Laura R. Oswald.

By: Material type: TextTextPublication details: Oxford ; New York : Oxford University Press, c2012.Description: xii, 218 p. : ill. ; 24 cmISBN:
  • 9780199566501
  • 019956650X
  • 9780199566495 (hbk.)
  • 0199566496 (hbk.)
Subject(s): DDC classification:
  • 658.802 23
LOC classification:
  • HF5415.123 .O78 2012
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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Holdings
Item type Current library Call number Status Date due Barcode Course reserves
REGULAR University of Wollongong in Dubai Main Collection 658.802 OS MA (Browse shelf(Opens below)) Available T0045888

MARK936 Winter2025

REGULAR University of Wollongong in Dubai Main Collection 658.802 OS MA (Browse shelf(Opens below)) Available T0045889

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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