Kassel University Press ha publicat recentment el llibre  Handbook of Brand Semiotics , editat per George Rossolatos. Aquest llibre inclou el capítol "Narrativity approaches to branding", que hem escrit Xavier Ruiz Collantes i jo.

L'objectiu d'aquest capítol és fer un repàs a les principals aproximacions a l'anàlisi de les marques des d'una perspectiva narrativa: storytelling, semiòtica narrativa, teoria dels arquetips i narracions dels consumidors. Llegir.

Aquí teniu més informació sobre el llibre:

Content: Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda.

The  Handbook of Brand Semiotics  furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives.

Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O'Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the  International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the 'House of Brand Semiotics' and explore its marvels.

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