Brand equity & advertising advertising's role in building strong brands
| Otros Autores: | , |
|---|---|
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Hillsdale, N.J. :
Lawrence Erlbaum Associates
1993
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| Colección: | Advertising and consumer psychology
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| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009643340306719 |
Tabla de Contenidos:
- Brand equity and advertising : an overview / David A. Aaker and Alexander L. Biel
- The Landor ImagePower Survey : a global assessment of brand strength / Stewart Owen
- Building brands across markets : cultural differences in brand relationships within the European Community / Jeri Moore
- Branding in Japan / Hiroshi Tanaka
- Converting image into equity / Alexander L. Biel
- The brand personality component of brand goodwill : some antecedents and consequences / Rajeev Batra, Donald R. Lehmann, and Dipinder Singh
- Can products and brands have charisma? / Norman Smothers
- Beyond brand personality : building brand relationships / Max Blackston
- The value of the brand : an anthropological perspective / Grant McCracken
- Advertising, perceived quality, and brand image / Amna Kirmani and Valarie Zeithaml.
- Asking the right questions : what do people do with advertising? / Judie Lannon
- Expansion advertising and brand equity / Brian Wansink and Michael L. Ray
- The impact and memorability of ad-induced feelings : implications for brand equity / Julie A. Edell and Marian Chapman Moore
- Varieties of brand memory induced by advertising : determinants, measures, and relationships / H. Shanker Krishnan and Dipankar Chakravarti
- Decomposing a brand's consumer franchise into buyer types / Josh McQueen, Carol Foley, and John Deighton
- Cognitive strength of established brands : memory, attitudinal, and structural approaches / Curtis P. Haugtvedt, Clark Leavitt, and Wendy L. Schneier
- The dual structure of brand associations / Peter H. Farquhar and Paul M. Herr
- Advertising claims and evidence as bases for brand equity and consumer evaluations of brand extensions / Kent Nakamoto, Deborah J. MacInnis, and Hyung-Shik Jung.
- Brands as categories / David M. Boush
- Fit and leverage in brand extensions / Edward M. Tauber
- The role of corporate advertising in building a brand : Chevron's preconversion campaign in Texas / Lewis Winters
- Are brand equity investments really worthwhile? / David A. Aaker
- Brand equities, elephants, and birds : a commentary / William D. Wells.
