Sources of Brand Value from Semiotics to Marketing Perspectives
Mériem MENNAI, Kaouther SAIED BEN RACHED

Abstract
The purpose of this study was to investigate brand value and specifically sources (antecedents) that determine this value. We wanted to explain brand value, which is a complex phenomenon, from semiotics and marketing literature. Our conclusions indicate that value depends on perceptions of the sign (brand) through a set of elements conceived by the company and transmitted as an identity of the brand to consumer who will evaluate them as an image of the brand. The differential effect between brand identity and image makes the basis of brand value.

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