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

By: Material type: TextTextLanguage: English Publication details: Oxford ; New York : Oxford University Press, 2012.Description: xii, 218 p. : ill. ; 24 cmISBN:
  • 9780199566501
  • 019956650X
  • 9780199566495 (hbk.)
  • 0199566496 (hbk.)
Subject(s): DDC classification:
  • 658.802 23 OSM 2012
Online resources: 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
Books Books Eastern University Library General Stacks 658.802 OSM 2012 (Browse shelf(Opens below)) Available 15477
Books Books Eastern University Library General Stacks 658.802 OSM 2012 (Browse shelf(Opens below)) Not For Loan 15478

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.

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Last Updated on 16 October 2024
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