TY  - BOOK
AU  - Oswald,Laura R.
TI  - Marketing semiotics: signs, strategies, and brand value 
SN  - 9780199566501
U1  - 658.802 23
PY  - 2012///
CY  - Oxford, New York
PB  - Oxford University Press
KW  - Communication in marketing
KW  - Semiotics
KW  - Branding (Marketing)
KW  - Marketing
N1  - Includes bibliographical references (p. [203]-213) and index
N2  - 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
UR  - http://www.loc.gov/catdir/enhancements/fy1310/2011278665-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy1310/2011278665-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy1310/2011278665-t.html
ER  -