The structural semiotics paradigm for marketing research: Theory, methodology, and case analysis

@article{Oswald2015TheSS,
  title={The structural semiotics paradigm for marketing research: Theory, methodology, and case analysis},
  author={L. Oswald},
  journal={Semiotica},
  year={2015},
  volume={2015},
  pages={115 - 148}
}
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’s symbolic equities with contemporary cultural trends. The author aims to expand the current state of semiotics for marketing beyond advertising research to the whole gamut of media and consumer touch points in contemporary marketing, from strategic communication to retail design and consumer behavior. The… Expand
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