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Culture Swapping: Consumption and the Ethnogenesis of Middle-Class Haitian Immigrants
By means of an ethnographic study of a Haitian family in the midwestern United States, this article demonstrates how ethnic consumers "culture swap," using goods to move between one cultural identityExpand
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Marketing Semiotics: Signs, Strategies, and Brand Value
Introduction 1. Semiotics in the World of Goods 2. Marketing Semiotics 3. Mining the Consumer Brandscape 4. Brand Discourse 5. Mining the Multicultural Brandscape 6. The Semiotics of Consumer Space
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The structural semiotics paradigm for marketing research: Theory, methodology, and case analysis
Abstract Brands are semiotic systems that create value in the marketplace by differentiating competitors in a category, forming emotional connections with consumers, and aligning the company’sExpand
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The Semiotic Paradigm on Meaning in the Marketplace
The importance of understanding the nature and role of meaning in marketplace activities such as product design, branding, advertising, and retailing is indisputable among marketing strategists andExpand
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Developing Brand Literacy Among Affluent Chinese Consumers: a Semiotic Perspective
In this paper, I focus on a form of consumer acculturation I call “brand literacy,” e.g. the ability of consumers in emerging markets to acquire and manipulate the codes structuring brand meaning asExpand
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Marketing hedonics: Toward a psychoanalysis of advertising response
The author advances a psychoanalytic theory of advertising response to theorize the intersection of brand positioning, the semiotics of gender, and consumer desire in advertising discourse.Expand
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Food hygiene training