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...
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| Main Author: | |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Oxford :
Oxford University Press,
2015.
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| Subjects: | |
| Online Access: | CONNECT |
