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000042130 040__ $$aSzGeWIPO$$beng$$erda
000042130 041__ $$aeng
000042130 1001_ $$aSchroeder, Jonathan E.
000042130 24503 $$aBrand Culture :$$bTrade Marks, Marketing and Consumption
000042130 264_1 $$a[Cambridge, United Kingdom] :$$bCambridge University Press,$$c2008.
000042130 300__ $$a24 pages
000042130 336__ $$atext$$btxt$$2rdacontent
000042130 337__ $$aunmediated$$bn$$2rdamedia
000042130 338__ $$avolume$$bnc$$2rdacarrier
000042130 520__ $$aVisual images constitute much corporate communication about products, economic performance, and social responsibility, and also inform governmental efforts to create positive attitudes for citizens, consumers, and organizations. Brand image, corporate image, advertising images, and images of identity all depend upon compelling visual imagery. This paper discusses methodological and theoretical issues of visual images as they pertain to brands via interdisciplinary research examples and exemplars. I place visual issues within a broader theoretical perspective of brand culture - the cultural dimensions or codes of brands - history, images, myths, art, theatre - that influence brand meaning in the marketplace. Visual consumer research cuts across methodological and topical boundary lines - the possibilities and problems of visual approaches encompass experimental and interpretive realms, and include such varied topics as information processing, image interpretation, and research techniques.
000042130 525__ $$aPublished in : Trade marks and Brands : An Interdisciplinary Critique
000042130 605_0 $$aTrademarks
000042130 650__ $$aVisual communication
000042130 650_0 $$aArchitecture
000042130 650_0 $$aInterdisciplinarity
000042130 650_0 $$aImage
000042130 650_0 $$aGender
000042130 85641 $$uhttps://papers.ssrn.com/sol3/papers.cfm?abstract_id=961268$$yView this resource
000042130 904__ $$aJournal article
000042130 980__ $$aBIB