Laura Oswald - Academia.edu (original) (raw)

Papers by Laura Oswald

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of What do affluent Chinese consumers want? A Semiotic Approach to Building Brand Literacy in Developing Markets

In this chapter, I examine the limitations of Western luxury advertising to engage affluent consu... more In this chapter, I examine the limitations of Western luxury advertising to engage affluent consumers in the People's Republic of China. I base my approach on a theory of brand literacy drawn from a theory of language acquisition. I illustrate how semiotics, a social science discipline devoted to the study of signs and meanings in cultural perspective, can be used to identify the cultural tensions between consumers and brands in emerging markets and provide direction for correcting the problem. In the following sections, I review the basics of brand equity, illustrate the role of marketing communication for brand strategy, and outline some of the challenges facing Western companies as they target consumers in developing consumer societies such as China. I then present a case in which marketing semiotics research in Shanghai exposed differences between the ways Chinese and European consumers perceive luxury and luxury advertising.

Research paper thumbnail of Culture Swapping: Consumption and the Ethnogenesis of Middle Class Haitian Immigrants

Research paper thumbnail of Middle East Voices: A Crisis of Representation

Diacritics Spring 1991, pp. 46-62.

Research paper thumbnail of Marketing Hedonics: Toward a Psychoanalysis of Advertising Response

Research paper thumbnail of Branding the American Family: A Strategic Study of the Culture, Composition, and Consumer Behavior of Families in the New Millennium

Journal of Popular Culture, 2003

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of The Structural Semiotics Paradigm for Marketing Research: Theory, Methodology, and Case Analysis

Research paper thumbnail of What do affluent Chinese consumers want? A Semiotic Approach to Building Brand Literacy in Developing Markets

In this chapter, I examine the limitations of Western luxury advertising to engage affluent consu... more In this chapter, I examine the limitations of Western luxury advertising to engage affluent consumers in the People's Republic of China. I base my approach on a theory of brand literacy drawn from a theory of language acquisition. I illustrate how semiotics, a social science discipline devoted to the study of signs and meanings in cultural perspective, can be used to identify the cultural tensions between consumers and brands in emerging markets and provide direction for correcting the problem. In the following sections, I review the basics of brand equity, illustrate the role of marketing communication for brand strategy, and outline some of the challenges facing Western companies as they target consumers in developing consumer societies such as China. I then present a case in which marketing semiotics research in Shanghai exposed differences between the ways Chinese and European consumers perceive luxury and luxury advertising.

Research paper thumbnail of Culture Swapping: Consumption and the Ethnogenesis of Middle Class Haitian Immigrants

Research paper thumbnail of Middle East Voices: A Crisis of Representation

Diacritics Spring 1991, pp. 46-62.

Research paper thumbnail of Marketing Hedonics: Toward a Psychoanalysis of Advertising Response

Research paper thumbnail of Branding the American Family: A Strategic Study of the Culture, Composition, and Consumer Behavior of Families in the New Millennium

Journal of Popular Culture, 2003