Brand Equity & Advertising: Advertising's Role in Building Strong BrandsDavid A. Aaker, Alexander L. Biel Psychology Press, 1993 - 380 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
Perspectives on Brand Equity | 2 |
Cultural Differences | 31 |
Branding in Japan | 51 |
Copyright | |
15 other sections not shown
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 Air Jordan Anew beer behavior beliefs Black & Decker brand associations brand attitude brand category brand equity brand extensions brand image brand name brand personality brand relationships Brand SOM Esteem chapter charisma Chevron claims Coca-Cola cognitive commercial competitive Consumer Research consumption corporate brand countries cultural meanings customers drink Duracell effect emotional evaluation Evian evidence example expansion advertising exposure extrinsic cues factors impact implicit memory important increase influence Japan Japanese Journal of Consumer Journal of Marketing Kokoku leverage managers Market Research Society Marketing Research Marlboro measures memory Mercedes-Benz negative feelings Nike original brand perceived quality positive product categories Proposition Psychology purchase recall relevant respondents retrieval role scales scores Share of Mind situation specific strategy strong brands structure suggests sumers symbols Table thoughts tion transfer United Kingdom users variables WordStar