IVth issue of the International Journal of Marketing Semiotics, Handbook of Brand Semiotics, Kassel University Press, 2015

IVth issue of the International Journal of Marketing Semiotics, Handbook of Brand Semiotics, Kassel University Press, 2015

Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural