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All Journal Journal of Management and Entrepreneurship Research
Campos, Karl Ponteras
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Visualizing Entrepreneurship: A Semiotic Analysis of Brands and Identity Construction Campos, Karl Ponteras
Journal of Management and Entrepreneurship Research Vol. 5 No. 1 (2024)
Publisher : Universitas Islam Nahdlatul Ulama Jepara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34001/jmer.2024.6.05.1-47

Abstract

Objective: This study explores the symbolic aspects of brand representation and how it aligns with the entrepreneurial spirit via the lens of semiotics. Research Design & Methods: The study utilized semiotic analysis through codes represented in trademarks by painstaking examination, illuminating the complex interactions of visual components, language, and the entrepreneurial identity. Findings: The results highlight how important language and visual choices are when creating an engaging brand narrative for entrepreneurs. A semiotic understanding of branding becomes an invaluable tool for honest expression and audience engagement as entrepreneurs maneuver the competitive landscape. Implications and Recommendations: The results hold the potential to shed light on how brands function as means of articulating and encapsulating entrepreneurial identity, impacting customer attitudes and the prosperity of organizations. Contribution & Value Added: It is critical to comprehend the complex relationship between brands and entrepreneurial identity in the ever-changing world of entrepreneurial ventures.
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