Creating value : the theory and practice of marketing semiotics research /

In global consumer culture, brands structure an economy of symbolic exchange that gives value to the meanings consumers attach to the brand name, logo, and product category. Brand meaning is not just a value added to the financial value of goods, but has material impact on financial markets themselv...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Oswald, Laura R. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Oxford : Oxford University Press, 2015.
Temas:
Semiotics in advertising.
Advertising > Research.
Branding (Marketing)
Value.
Sémiotique dans la publicité.
Publicité > Recherche.
Stratégie de marque.
Valeur.
branding.
value (economic concept)
BUSINESS & ECONOMICS > Advertising & Promotion.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover
  • Creating ValueThe Theory and Practice of MarketingSemiotics Research
  • Copyright
  • ACKNOWLEDGMENTS
  • PERMISSION TO REPRODUCE IMAGERY
  • CONTENTS
  • LIST OF FIGURES
  • LIST OF TABLES
  • Introduction
  • Marketing Semiotics: A Growing Research Paradigm
  • DEFINING THE DISCIPLINE
  • READERSHIP
  • Semiotics in the Qualitative Research Paradigm
  • THE CONSUMER-CENTERED TRADITION IN MARKET RESEARCH
  • EMOTIONAL INTELLIGENCE
  • BEYOND POSITIVISM
  • DECONSTRUCTION AND THE PHILOSOPHY OF LANGUAGE
  • Semiotics, Anthropology, and Consumer Resear
  • CONSUMER CULTURE THEORY.
  • THE SEMIOTIC DIFFERENCE
  • Chapter Summaries
  • CREATING VALUE THROUGH SEMIOTICS RESEARCH
  • ADVERTISING SEMIOTICS
  • BRAND METAPHOR
  • SERVICESCAPE SEMIOTICS
  • CULTURAL BRANDING
  • SEMIOTIC ETHNOGRAPHY
  • Concluding Remarks
  • 1: Creating Value through Semiotics
  • The Structural Paradigm in Marketing Semiotics
  • CODE THEORY
  • The Sign
  • Code and Performance
  • Codes and the Social S
  • FROM LINGUISTICS TO SEMIOTICS: STRUCTURAL ANTHROPOLOGY
  • MARKETING SEMIOTICS
  • The Code and Performance in Market Research
  • Category Codes
  • Post-Structural Semiotics
  • DISCOURSE THEORY.
  • Structural Dimensions of Discourse
  • Semantic Dimensions of Discourse
  • Derrida and the Deconstruction of Phenomenology
  • IMPLICATIONS OF POST-STRUCTURALISM FOR MARKETING RESEARCH
  • Practical Applications
  • Multicultural Identity
  • Heterotopia: Semiosis in Non-Linear Space-Time
  • Heterotopia and the Digitally Mediated Service Experience
  • Conclusion
  • 2: Advertising Semiotics
  • Case Preview: Finding a Cultural Positioning fo rInstant Gourmet Coffee
  • The Interpretive Paradigm in Advertising Research
  • TEXT-CENTERED ADVERTISING RESEARCH
  • CONSUMER RESPONSE.
  • SEMIOTICS-BASED ADVERTISING RESEARCH
  • A Semiotic Perspective on Advertising Response
  • THE STRATEGIC SEMIOTIC AUDIT OF ADVERTISING
  • The Competitive Perspective
  • The Binary Analysis
  • The Semiotic Square
  • IMPLICATIONS FOR QUALITATIVE RESEARCH DESIGN
  • Recruitment
  • Protocol Design
  • The Binary Analysis of Qualitative Data
  • Case and Discussion: Positioning Instant Gourmet Coffee
  • BACKGROUND
  • THE INSTANT GOURMET BRAND LEGACY
  • The Research Process
  • RESEARCH DESIGN
  • THE MEANING OF PREMIUM
  • Gourmet Culture
  • Luxury Culture
  • THE PREMIUM COFFEE CATEGORY
  • "Gourmet" Coffee.
  • "Luxury" Coffee
  • Gourmet with Luxury Accents
  • Mass Brands
  • THE INSTANT GOURMET LEGACY
  • THREE SIGN SYSTEMS, THREE CULTURAL POSITIONINGS
  • Gourmet
  • Luxury
  • Mass
  • IMPLICATIONS FOR BRAND EQUITY
  • THE "INSTANT GOURMET" CAMPAIGN
  • Conclusion
  • 3: Brand Metaphor
  • Case Preview: Finding a Brand Metaphor for the Ford Escape
  • The Aristotelian Tradition in Advertising Research
  • TROPE THEORY
  • From Trope Theory to Metaphorical Discourse
  • What's Wrong with this Metaphor?
  • From Poetic Sign to Poetic Function
  • THE POETIC SIGN
  • THE POETIC FUNCTION OF DISCOURSE.

Ejemplares similares