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Brand Equity & Advertising: Advertising's Role in Building Strong Brands [Advert

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eBay-objectnummer:195770121143
Laatst bijgewerkt op 29 apr 2024 01:39:47 CESTAlle herzieningen bekijkenAlle herzieningen bekijken

Specificaties

Objectstaat
Nieuw: Een nieuw, ongelezen en ongebruikt boek in perfecte staat waarin geen bladzijden ontbreken of ...
ISBN
9780805812848
Publication Year
1993
Type
Not Available
Format
United Kingdom-B Format Paperback
Language
English
Publication Name
Brand Equity and Advertising : Advertising's Role in Building Strong Brands
Item Height
0.7in.
Author
Alexander L. Biel, David A. Aaker
Item Length
6in.
Publisher
Taylor & Francis Group
Item Width
9in.
Item Weight
18.4 Oz
Number of Pages
390 Pages

Over dit product

Product Information

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

Product Identifiers

Publisher
Taylor & Francis Group
ISBN-10
0805812849
ISBN-13
9780805812848
eBay Product ID (ePID)
367874

Product Key Features

Author
Alexander L. Biel, David A. Aaker
Publication Name
Brand Equity and Advertising : Advertising's Role in Building Strong Brands
Format
United Kingdom-B Format Paperback
Language
English
Publication Year
1993
Type
Not Available
Number of Pages
390 Pages

Dimensions

Item Length
6in.
Item Height
0.7in.
Item Width
9in.
Item Weight
18.4 Oz

Additional Product Features

Lc Classification Number
Hd69.B7b72 1993
Table of Content
Contents: Preface. D.A. Aaker, A.L. Biel, Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands. S. Owen, The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore, Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka, Branding in Japan. Part II: The Brand Personality and Brand Equity. A.L. Biel, Converting Image Into Equity. R. Batra, D.R. Lehmann, D. Singh, The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers, Can Products and Brands Have Charisma? M. Blackston, Beyond Brand Personality: Building Brand Relationships. G. McCracken, The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity. A. Kirmani, V. Zeithaml, Advertising, Perceived Quality, and Brand Image. J. Lannon, Asking the Right Questions: What Do People Do with Advertising? B. Wansink, M.L. Ray, Expansion Advertising and Brand Equity. J.A. Edell, M.C. Moore, The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan, D. Chakravarti, Varieties of Brand Memory Induced by Advertising: Determinants, Measures, and Relationships. Part IV: Perspectives on Brand Equity. J. McQueen, C. Foley, J. Deighton, Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt, C. Leavitt, W.L. Schneier, Cognitive Strength of Established Brands: Memory, Attitudinal, and Structural Approaches. P.H. Farquhar, P.M. Herr, The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions. K. Nakamoto, D.J. MacInnis, H-S. Jung, Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush, Brands as Categories. E.M. Tauber, Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary. L. Winters, The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker, Are Brand Equity Investments Really Worthwhile? W.D. Wells, Brand Equities, Elephants and Birds: A Commentary.
Copyright Date
1993
Target Audience
Scholarly & Professional
Topic
Consumer Guides, Consumer Behavior, General, Advertising & Promotion
Dewey Decimal
659.1
Dewey Edition
23
Illustrated
Yes
Genre
Psychology, Business & Economics, Référence

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