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    By: Laura R. Oswald

    QTY
    -+
    $302.99
     
     
    ISBN
    9780199566495
    Date Released
    Binding
    Hardcover
    Pages
    218
     

    Only available to order
    Estimated 10 - 14 business days until dispatch

    If ordered before the 14th of December, this product should arrive by Christmas unless it is going to regional Australia
    Description
    Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.

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