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
Cultural Differences in Brand | |
Branding in Japan | |
Converting Image into Equity | |
Some Antecedents | |
Can Products and Brands Have Charisma? | |
Building Brand Relationships | |
Brand Equity | |
Perspectives on Brand Equity | |
Advertising Claims and Evidence as Bases for Brand Equity | |
Brands as Categories | |
Fit and Leverage in Brand Extensions | |
Chevrons | |
Are Brand Equity Investments Really Worthwhile? | |
A Commentary | |
An Anthropological Perspective | |
Advertising Perceived Quality and Brand Image | |
What Do People Do with Advertising? | |
Expansion Advertising and Brand Equity | |
About the Contributors | |
Author Index | |
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 abstract dimensions ad-induced feelings Ahtola Air Jordan Anew beer Betty Crocker brand associations brand attitude brand category brand equity brand extensions brand image brand memory brand name brand personality brand relationships Brand SOM Esteem Campbell's Soup category dominance chapter charisma Chevron claims Coca-Cola cognitive commercial competitive Consumer Research consumption corporate brand cultural meanings customers 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 Kokoku leverage loyal managers Marketing Research Marlboro measures Nike original brand 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 Table transfer typical United Kingdom users variables Weight Watchers WordStar