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Book Cover
E-book
Author Oswald, Laura.

Title Marketing semiotics : signs, strategies and brand value / Laura R. Oswald
Published Oxford : Oxford University Press, [2012]
copyright 2012
Online access available from:
Oxford Scholarship Online    View Resource Record  

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Description 1 online resource (xii, 218 pages) : illustrations
Summary Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or even a sense of identity. This book suggests that the extent to which consumers recognise, internalise, and relate to brand meanings is not only an academic question. These meanings contribute to 'brand equity', the financial value of intangible brand benefits that exceed the use value of goods, and impacts upon a firm's financial performance
Bibliography Includes bibliographical references and index
Notes Description based on print version record
Subject Communication in marketing.
Semiotics.
Branding (Marketing)
Form Electronic book
ISBN 9780191806681 ebook