Marketing Semiotics

Marketing Semiotics

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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). a€œAncient Images ... of the Year Winner: Ford F-150, a€ Motor Trend, February. ... (2002). a€œAt McDonalda#39;s, Supersize Problems: With Sales Flat, Chain Revises Menu, Marketing, a€ Washington Post, September 18, E01.

Title:Marketing Semiotics
Author:Laura R. Oswald, Laura Oswald
Publisher:Oxford University Press - 2012-02-16


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