Brand Equity & Advertising: Advertising's Role in Building Strong Brands
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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Expansion Advertisingand Brand Equity
Other editions - View all
Aaker adinduced advertising Air Jordan Ajinomoto andthe BBDO beer Betty Crocker brand associations brand attitude brand category brand equity brand extensions brand image brand name brand personality brand relationships brandequity Campbell's Soup category dominance chapter characteristics charisma Chevron choice claims cognitive commercial competitive concept Consumer Research consumption corporate brand countries cues customers dimensions effect emotional encoding evaluation evidence example expansion exposure extrinsic Fazio feelings ImagePower impact implicit memory important instance dominance inthe Japan Journal of Consumer Journal of Marketing Journalof Kokoku leverage loyal managers Market Research Society Marketing Research Marlboro measures Nike ofbrand onthe original brand perceived quality perceptions positive product categories Proposition Psychology purchase recall relevant respondents retrieval role salience scores situation specific attribute Stayman strategy strength strong brands structure suggests Table thatthe thebrand tothe transfer types United Kingdom variables Weight Watchers withthe WordStar