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Semiotics, Marketing and Communication: Beneath the Signs, the Strategies

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Semiotics and Representation Studies Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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Beyond the text, no salvation : the semiotic approach -- Are you a surveyor or daydreamer? : developing a behavioural typology of railway users -- A star is born : defining visual recognition for Credit du Nord -- Refusing euphoria : a disagreement among pharmaceutical laboratories and general practitioners -- love, I love, I love-- : automotive advertising and consumer value systems -- The contribution of structural semiotics to the design of a hypermarket -- IBM and Apple's logo-centrism.

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2014Food packages and communication through typeface design: The exoticism of exotypes 1995Le territoire-produit : étude des frontières cognitives de la marque 2005Identity in Marketing Communications: An Ethics of Visual Representation 2013Semiotizing a product into a brand 2010One, two, three: A practical brand anatomy 2015The structural semiotics paradigm for marketing research: Theory, methodology, and case analysis 2006Unravelling country-of-origin : semiotics as a theoretical basis for a meaning-centred approach towards country-of-origin effects 2015Structures of brand and anti-brand meaning: A semiotic square analysis of reflexive consumption

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