Advances in Brand Semiotics & Discourse Analysis

Cinzia Bianchi, Davide Puca, Dimitris Serafis, Evinç Doğan, Francesc Xavier Ruiz Collantes, Francesco Mangiapane, Franco Zappettini, George Rossolatos, John A. Bateman, Kay L. O’Halloran, Mercè Oliva, Minhao Jin, Ruggero Ragonese and Susanne Friese

in Vernon Press Titles in Economics from Vernon Art and Science Inc

Abstract: This volume addresses some of the most important conceptual, methodological, and empirical challenges and opportunities with which the sister disciplines of semiotics and discourse analysis are mutually confronted in the context of considering new avenues of cross-disciplinary application to distinctive branding research streams. In continuation of the collective volume 'Handbook of Brand Semiotics' (Kassel University Press, 2015), which sought to consolidate relevant scholarship and to identify the main territories that have been established at the cross-roads between branding and semiotic research, the current 'Advances in Brand Semiotics & Discourse Analysis' aims at accomplishing further strides in critical areas, such as the exigency for reconsidering the aptness of existing semiotic theories in the face of the radically shifting co-creative landscape of digital branding, the benefits of systematically micro-analyzing brand communities’ discourses by drawing on CAQDAS programs, the combination of big data analytics with discourse theory in corpus analysis, and the epistemological issues that emerge while combining discourse analysis with time-hallowed marketing qualitative and quantitative research methods. At the same time, the volume hosts a resourceful blend of empirical studies and novel conceptual frameworks in burgeoning streams, such as place, heritage, culinary, personal, and political branding.

Keywords: Discourse analysis; brand semiotics; branding; digital branding; brand heritage; culinary branding; political branding; personal branding; corpus analysis; mixed methods; epistemology; interdisciplinarity (search for similar items in EconPapers)
Date: 2023 Written 2022-11-17
Edition: 1
ISBN: 978-1-64889-591-3
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