Applying Structuralist Semiotics to Brand Image Research

Washington: Amazon Press (2012)
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Abstract

The aim of this book is to display a conceptual and methodological framework for brand image research by drawing on the discipline of structuralist semiotics. Upon a critical review of existing research from key authors in the brand semiotics literature and through an engagement with the concept of brand image as formulated by key authors in the marketing literature, a semiotic model is furnished for the formation of brand image and brand identity.

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George Rossolatos
Universität Gesamthochschule Kassel

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