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Brand equity planning with structuralist rhetorical semiotics / George Rossolatos
| データ種別 | 電子ブック |
|---|---|
| 出版者 | Kassel, Germany : Kassel University Press |
| 出版年 | 2013 |
| 本文言語 | 英語 |
| 大きさ | 1 online resource (897 pages) : illustrations |
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| 資料種別 | 機械可読データファイル |
|---|---|
| 内容注記 | ""Front cover ""; ""Title page ""; ""Imprint ""; ""Acknowledgements""; ""TABLE OF CONTENTS""; ""Chapter 0. Preface ""; ""0.1 Scope and aims of this book""; ""0.2 Preliminary definitions of the key terms involved in this project""; ""0.3 Chapters structure""; ""Chapter 1. For a structuralist rhetorical semiotic conceptual model of brand equity and the ad filmic text as its key source ""; ""1.1 Marketing approaches to branding and brand equity""; ""1.2 Semiotics and branding""; ""1.3 Rhetoric in advertising research""; ""1.4 Communication as the locus of manifestation of brand meaning"" ""1.5 Greimasâ€?s structuralist semiotic theory and post-Greimasian advances as the conceptual platform for a semiotic account of brand equity """"1.6 Operations of rhetorical transformation: The missing links in the brand generative trajectory of signification ""; ""1.7 Linguistic value as the structuralist semiotic counterpart of brand equity""; ""Chapter 2. Methodology ""; ""2.1 Introduction""; ""2.2 Semiotic research methods in branding and advertising""; ""2.3 Structuralist rhetorical semiotic brand equity planning methodology"" ""2.4 Content analysis in the context of a qualitative research design""""2.5 Validity and reliability in a qualitative research designIt""; ""2.6 Conclusion: Brand equity planning with structuralist rhetorical semiotics and content analysis ""; ""Chapter 3. Case-study: Brand equity planning in the UK cereals category""; ""3.1 Introduction""; ""3.2 UK Cereals market overview""; ""3.3 Consumer dynamics in the UK cereals market""; ""3.4 Key brand players in the UK cold cereals segment""; ""3.5 The ad films that make up the corpus of the study (name, year, duration)"" ""3.6 The semic universe of the brands that make up the corpus of the study""""3.7 Exemplification of the semiotic brand equity planning methodology""; ""3.8 Brand equity calculi: Brand associative strength index, brand uniqueness index, linguistic value ""; ""3.9 Conclusions and areas for further research""; ""Appendices ""; ""Bibliography ""; ""Back cover "" |
| 一般注記 | Open Access Includes bibliographical references Online resource; title from PDF title page (ebrary, viewed March 9, 2014) |
| 著者標目 | *Rossolatos, George. |
| 件 名 | BSH:Electronic books LCSH:Brand name products BISACSH:BUSINESS & ECONOMICS -- Industrial Management 全ての件名で検索 BISACSH:BUSINESS & ECONOMICS -- Management 全ての件名で検索 BISACSH:BUSINESS & ECONOMICS -- Management Science 全ての件名で検索 BISACSH:BUSINESS & ECONOMICS -- Organizational Behavior 全ての件名で検索 FREE:Brand name products |
| 分 類 | DC23:658.827 |
| 書誌ID | ED00003397 |
| ISBN | 9783862197071 |