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Brand equity planning with structuralist rhetorical semiotics / George Rossolatos

Material Type	E-Book
Publisher	Kassel, Germany : Kassel University Press
Year	2013
Language	English
Size	1 online resource (897 pages) : illustrations

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URL	Location	Volume	Call No.	Barcode No.	Status	Comments	ISBN	Printed	Restriction	Req Memo	Reserve
URL	E-Book	電子ブック（EBSCO: eBook Open Access Collection）		EB2202214			9783862197071			Req Memo		Req Memo

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Media type	機械可読データファイル
Contents	""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 ""
Notes	Open Access Includes bibliographical references Online resource; title from PDF title page (ebrary, viewed March 9, 2014)
Authors	*Rossolatos, George.
Subjects	BSH:Electronic books LCSH:Brand name products BISACSH:BUSINESS & ECONOMICS -- Industrial Management All Subject Search BISACSH:BUSINESS & ECONOMICS -- Management All Subject Search BISACSH:BUSINESS & ECONOMICS -- Management Science All Subject Search BISACSH:BUSINESS & ECONOMICS -- Organizational Behavior All Subject Search FREE:Brand name products
Classification	DC23:658.827
ID	ED00003397
ISBN	9783862197071