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From Artifacts to Experiences: Brands in the Era of Prosumeration

Trendafilov, Dimitar (2016) From Artifacts to Experiences: Brands in the Era of Prosumeration. Public Journal of Semiotics, 7 (1). pp. 59-78. ISSN 1918-9907

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Official URL: http://www.pjos.org/index.php/pjos/article/view/15967/14459

Abstract

Consumer behavior is a complex and dynamic phenomenon as it embraces cultural and social aspects, previous experience and mass media influence. This paper proposes that in order to study how brands frame consumers’ perception and preferences an interdisciplinary perspective is fruitful. It uses a socio-semiotic perspective to define and analyze some contemporary marketing practices in brand building and consumer relationship management that demonstrate the relativity of the notion of “product” and underline the active communicative interaction between a brand and its consumers regarding the experience provided. Some of the most prominent analytical models of the product value building are presented, along with a discussion of the cultural typology of experience production. Finally, it is argued that multimodality has a special place as an actual and useful tool for improving the communication management via sensorial and cognitive stimulation.

Item Type:Article
Subjects:Economic and business Administration > Economic policy. Management. Marketing
Mass communications > Mass communications
Sociology.Anthropology > Cultural anthropology
ID Code:2670
Deposited By: As. prof. Dimitar Trendafilov
Deposited On:19 Aug 2016 11:59
Last Modified:19 Aug 2016 11:59

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