Handbook of Brand Semiotics
Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and...
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| Formato: | Libro |
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Kassel University Press GmbH_Legacy
2015
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=1107540&site=ehost-live header: @attributes: shortDbName: nlebk uiTerm: 1107540 longDbName: eBook Collection (EBSCOhost) uiTag: AN controlInfo: bkinfo: btl: Handbook of Brand Semiotics aug: au: George Rossolatos isbn: 9783737600439 imageinfo: pubinfo: dt: @attributes: year: 2015 month: 01 day: 01 dtAvail: @attributes: year: 2021 month: 09 day: 27 pub: Kassel University Press GmbH_Legacy pubContract: Kassel University Press GmbH place: [Place of publication not identified] price: 0.01 limitsGroup: maxCheckoutDays: 1500 pda: N printPagesOffline: 100 printPagesOnline: 100 previewPages: 10000 prePubGroup: dewey: @attributes: class: 302.2 item: 302 .2 lc: @attributes: class: P99 .H282 2015 item: P 99 .H282 2015 artinfo: ui: 1107540 1256560362 formats: fmt: @attributes: type: EB doid: NL$1107540$PDF caption: PDF download: Y tig: atl: Handbook of Brand Semiotics ptl: Handbook of Brand Semiotics aug: au: George Rossolatos su: Branding (Marketing) Marketing--Handbooks, manuals, etc Semiotics--Handbooks, manuals, etc Communication--Handbooks, manuals, etc sug: subj: LITERARY CRITICISM / Semiotics & Theory SOCIAL SCIENCE / Media Studies Branding (Marketing) Marketing--Handbooks, manuals, etc Semiotics--Handbooks, manuals, etc Communication--Handbooks, manuals, etc ab: Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O'Halloran, Dario Mangano, GeorgeRossolatos, Merce Oliva, PerLedin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics'and explore its marvels. The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialoguebetweenperspectives from marketingand semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: - Analyzing and designing brand language across media - Brand image, brand symbols, brand icons vs. iconicity - The contribution of semiotics to transmedia storytelling - Narrativity and rhetorical approaches to branding - Semiotic roadmap for designing brand identity - Semiotic roadmap for designing logos and packaging - Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms - Sociosemiotic accounts of building brand identity online - Multimodality and Multimodal critical discourse analysis - Challenging the omnipotence of cognitivism in brand- related research - Semiotics and (inter)cultural branding - Brand equity semiotics pubtype: eBook doctype: Book ougenre: Book language: English copyright: @attributes: flag: N copyrightText: holdings: @attributes: islocal: N |
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