For a Semiotic Model of Cultural Branding and the Dynamic Management of a Brandosphere in the Face of User-Generated Advertising

International Journal of Marketing Semiotics Vol.II, 2014, pp.23-47.

31 Pages Posted: 18 Aug 2014

Date Written: March 16, 2014

Abstract

The aim of this paper is twice foundational. First, it aims at providing a sketchmap for a semiotically informed model of cultural branding that is currently lacking and second to identify how this model could be fruitfully applied for managing a brand’s share of cultural representations, over and above its market share, as well as the textual sources of a brand language as (inter)textual formation. The propounded cultural branding model of the brandosphere is of inter-disciplinary orientation, spanning the relevant marketing and semiotic literatures, with an emphasis on Lotman’s cultural/textual semiotics and social media, with an added focus on user-generated advertising (henceforth denoted as UGA). The brandosphere is envisioned as a marketing semiotic contester to the almost monopolizing cultural branding model of Douglas Holt (2004) in an attempt to demonstrate that marketing semiotics may constitute a standalone discipline that is capable of addressing, both conceptually and methodologically, various marketing-related research areas, rather than an ornamental add-on to consumer research.

Keywords: brandosphere, user-generated advertising, cultural semiotics, share of cultural representations.

Suggested Citation

Rossolatos, George, For a Semiotic Model of Cultural Branding and the Dynamic Management of a Brandosphere in the Face of User-Generated Advertising (March 16, 2014). International Journal of Marketing Semiotics Vol.II, 2014, pp.23-47., Available at SSRN: https://ssrn.com/abstract=2481589

George Rossolatos (Contact Author)

University of Kassel ( email )

Fachbereich 05
Nora-Platiel-Straße 1
34109 Kassel, Hessen 34127
Germany

HOME PAGE: http://grossolatos.blogspot.com/

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