Brand Equity & Advertising: Advertising's Role in Building Strong BrandsPsychology Press, Oct 31, 2013 - 390 pages 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. |
Contents
1 | |
9 | |
Part II The Brand Personality and Brand Equity | 65 |
Part III The Role of Advertising in Creating Brand Equity | 141 |
Part IV Perspectives on Brand Equity | 233 |
Part V Perspectives on Brand Extensions | 279 |
Part VI Case Studies and a Commentary | 319 |
About the Contributors | 357 |
365 | |
371 | |
Other editions - View all
Brand Equity & Advertising: Advertising's Role in Building Strong Brands David A. Aaker No preview available - 2016 |
Common terms and phrases
Aaker ad-induced feelings Air Jordan beer Betty Crocker brand associations brand attitude brand category brand equity brand extensions brand image brand memory brand name brand personality brand relationships category dominance chapter charisma Chevron claims Coca-Cola cognitive commercial competitive concept Consumer Research consumption corporate brand cultural meanings customers drink effect emotional encoding example expansion exposure extrinsic cues factors Fazio Haugtvedt impact implicit memory important indirect tests influence instance dominance intrinsic Japan Japanese Journal of Consumer Journal of Marketing Keller Kokoku leverage loyal managers Market Research Society Marketing Research Marlboro measures Mercedes-Benz Nike original brand overall perceived quality positive product categories Proposition Psychology purchase recall relevant respondents retrieval role salience scores Share of Mind situation specific attribute strategy strong brands structure suggests sumers Table tion transfer types typical United Kingdom users variables Weight Watchers WordStar