By: Laura R. Oswald

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$302.99
 
 
ISBN
9780199566495
Date Released
Binding
Hardcover
Pages
218
Dimensions
159 x 229 x 13mm

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Description
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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.
ISBN:
9780199566495
Publication Date:
07 / 04 / 2012
Pages:
218
Dimensions:
159 x 229 x 13mm

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