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Branding in Japan
Converting Image Into Equity
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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 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 Nike original brand overall perceived quality perceptions positive product categories Proposition Psychology purchase recall relevant responses 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