Marketing semiotics : signs, strategies, and brand value / Laura R. Oswald.
2012
HF5415.123 .O78 2012 (Mapit)
Available at General Collection
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Items
Details
Title
Marketing semiotics : signs, strategies, and brand value / Laura R. Oswald.
Author
ISBN
9780199566501 (pbk.)
019956650X (pbk.)
9780199566495
0199566496
019956650X (pbk.)
9780199566495
0199566496
Published
Oxford ; New York : Oxford University Press, 2012.
Language
English
Description
xii, 218 pages : illustrations ; 24 cm
Call Number
HF5415.123 .O78 2012
Dewey Decimal 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.
Bibliography, etc. Note
Includes bibliographical references and index.
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