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.Codognet, Philippe (2002). aAncient Images ... of the Year Winner: Ford F-150, a Motor Trend, February. ... (2002). aAt McDonalda#39;s, Supersize Problems: With Sales Flat, Chain Revises Menu, Marketing, a Washington Post, September 18, E01.
|Author||:||Laura R. Oswald, Laura Oswald|
|Publisher||:||Oxford University Press - 2012-02-16|