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

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Psychology 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.

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A Global View on Building Brands
CulturalDifferences in Brand
The Brand Personality and Brand Equity
Norman Smothers
The Role of Advertising in Creating Brand Equity
Memory Attitudinal
Perspectives onBrand Extensions
Brands as Categories
Fit and Leverage inBrand Extensions
Are Brand Equity Investments Really Worthwhile?
Author Index
Subject Index

Expansion Advertisingand Brand Equity

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