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Semiotics, or the study of signs, plays an increasingly important role within marketing as a guide to psychological and social aspects of communication. Jean-Ma

Semiotics is concerned with the signs and meanings that are attached to linguistic and non-linguistic things and events. As such it plays an increasingly import

Everyday consumers buy into the concept of brands and their associated meanings - the perception of quality, a symbolic relationship, a vicarious experience, or

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