Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to a

This book was put together over the course of the past three years and is the outcome of the author's publications in the multimodal advertising rhetoric resear

Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empiric

This volume addresses some of the most important conceptual, methodological, and empirical challenges and opportunities with which the sister disciplines of sem