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Methodological challenges in the empirical application of semiotically informed multimodality theory to branding research

John A. Bateman
Year of publication:
2023
Authors: Bateman, John A.
Published in:
Advances in brand semiotics & discourse analysis. - Wilmington, Delaware : Vernon Press, ISBN 978-1-64889-591-3. - 2023, p. 1-32
Subject: multimodality | multisensoriality | experiential branding | social semiotics | materiality | Semiotik | Semiotics | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour
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