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Marketing SemioticsSigns, Strategies, and Brand Value$
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Laura R. Oswald

Print publication date: 2012

Print ISBN-13: 9780199566495

Published to Oxford Scholarship Online: April 2015

DOI: 10.1093/acprof:osobl/9780199566495.001.0001

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Semiotics in the World of Goods

Semiotics in the World of Goods

(p.17) 1 Semiotics in the World of Goods
Marketing Semiotics

Laura R. Oswald

Oxford University Press

This chapter explains the proposition in marketing semiotics that goods can transcend their functional purposes and have a symbolic value or an emotional meaning for the consumer. It examines the psychic, cognitive, and structural operations motivating the consumer to develop such attachments to certain brands, which can then be used to reposition it or develop brand loyalty. For example, Levi-Strauss has employed principles of collective unconscious, deep structure of culture and the general codes, and cultural systems. These principles of structural anthropology can lead to “generalized” assumptions toward understanding the consistencies or any eccentricities and differences in cultures when launching a new product.

Keywords:   marketing semiotics, brand loyalty, Levi-Strauss, structural anthropology

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