Keyword: Branding

Article in Journal | Posted 10/04/2018
Rossolatos, George (2018). Brand image re-revisited: a semiotic note on brand iconicity and brand symbols
Brand image constitutes one of the most extensively and intensively explored and operationalized constructs in marketing theory and practice. This paper problematizes the way brand image has been...
Article in Journal | Posted 03/11/2014
Pinto Santos, Fernando (2013). Brands as semiotic molecular entities
The purpose of this article is to contribute to the understanding of how brands are a phenomenon endowed with signs and meanings. From the background of Peirce's process of representation a...