Abstract

http://ssrn.com/abstract=961268
 
 

References (28)



 
 

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Brand Culture: Trade Marks, Marketing and Consumption


Jonathan E. Schroeder


Rochester Institute of Technology


TRADE MARKS AND BRANDS: AN INTERDISCIPLINARY CRITIQUE, Jane Ginsburg, Lionel Bently and Jennifer Davis, eds., Cambridge University Press, pp. 161-176, 2008

Abstract:     
Visual images constitute much corporate communication about products, economic performance, and social responsibility, and also inform governmental efforts to create positive attitudes for citizens, consumers, and organizations. Brand image, corporate image, advertising images, and images of identity all depend upon compelling visual imagery. This paper discusses methodological and theoretical issues of visual images as they pertain to brands via interdisciplinary research examples and exemplars. I place visual issues within a broader theoretical perspective of brand culture - the cultural dimensions or codes of brands - history, images, myths, art, theatre - that influence brand meaning in the marketplace. Visual consumer research cuts across methodological and topical boundary lines - the possibilities and problems of visual approaches encompass experimental and interpretive realms, and include such varied topics as information processing, image interpretation, and research techniques.

Number of Pages in PDF File: 24

Keywords: trademarks, visual communication, architecture, interdisciplinary, images, gender

JEL Classification: K11, M30, M37, Z10

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Date posted: February 9, 2007 ; Last revised: January 27, 2008

Suggested Citation

Schroeder, Jonathan E., Brand Culture: Trade Marks, Marketing and Consumption. TRADE MARKS AND BRANDS: AN INTERDISCIPLINARY CRITIQUE, Jane Ginsburg, Lionel Bently and Jennifer Davis, eds., Cambridge University Press, pp. 161-176, 2008. Available at SSRN: http://ssrn.com/abstract=961268

Contact Information

Jonathan E. Schroeder (Contact Author)
Rochester Institute of Technology ( email )
92 Lomb Memorial Drive
Eastman Building, Room 3006
Rochester, NY 14623
United States
5854752703 (Phone)
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