Brand Equity Planning with Structuralist Rhetorical Semiotics
Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be tra...
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| Formato: | Libro |
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Kassel University Press GmbH_Legacy
2013
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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=710257&site=ehost-live header: @attributes: shortDbName: nlebk uiTerm: 710257 longDbName: eBook Collection (EBSCOhost) uiTag: AN controlInfo: bkinfo: btl: Brand Equity Planning with Structuralist Rhetorical Semiotics aug: au: Rossolatos, George isbn: 9783862197064 9783862197071 imageinfo: pubinfo: dt: @attributes: year: 2013 month: 01 day: 01 dtAvail: @attributes: year: 2014 month: 04 day: 24 pub: Kassel University Press GmbH_Legacy pubContract: Kassel University Press GmbH place: Kassel, Germany price: 0.01 limitsGroup: maxCheckoutDays: 1500 pda: N printPagesOffline: 100 printPagesOnline: 100 previewPages: 10000 prePubGroup: dewey: @attributes: class: 658.827 item: 658 .827 lc: @attributes: class: HD69.B7 .R677 2013eb item: HD 69 .B7 .R677 2013eb artinfo: ui: 710257 876042691 formats: fmt: @attributes: type: EB doid: NL$710257$PDF caption: PDF download: Y tig: atl: Brand Equity Planning with Structuralist Rhetorical Semiotics ptl: Brand Equity Planning with Structuralist Rhetorical Semiotics aug: au: Rossolatos, George su: Brand name products sug: subj: BUSINESS & ECONOMICS / Organizational Behavior BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Industrial Management Brand name products ab: Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand's surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques. George Rossolatos is an academic researcher and marketing practitioner, with experience in advertising, marketing research and brand management. He holds a BA (Hons) in Philosophy (University of Essex), an MSc in Marketing (Manchester Business School), an MBA (Strathclyde Business School) and a PhD in Marketing Semiotics (University of Kassel). He is the founder of the semiotics consulting agency //disruptiVesemiOtics// and editor of the International Journal of Marketing Semiotics (http://ijmarketingsemiotics.com/). His research interests rest with effecting inter-textual cross-fertilizations between marketing, rhetoric and semiotics discourses, also informed by disciplines such as phenomenology, psychoanalysis, cultural studies. pubtype: eBook doctype: Book ougenre: Book language: English copyright: @attributes: flag: N copyrightText: holdings: @attributes: islocal: N |
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