Brand Equity & Advertising: Advertising's Role in Building Strong BrandsThe 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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Contents
Stewart Owen | 11 |
Cultural Differences | 31 |
Branding in Japan | 51 |
Copyright | |
14 other sections not shown
Other editions - View all
Brand Equity & Advertising: Advertising's Role in Building Strong Brands David A. Aaker,Alexander L. Biel No preview available - 1993 |
Common terms and phrases
Aaker advertising asked associations attitude attributes awareness beer behavior beliefs brand equity brand extensions brand image brand name building Business chapter characteristics charisma choice claims cognitive communication competitive concept consider consistent Consumer Research corporate countries create cues cultural customers described determine dimensions direct discussed dominance effect evaluation evidence examined example existing expansion experience exposure factors feelings impact important increase influence instance interest involved Italy Japanese Journal less managers marketing Marketing Research meanings measures memory object particular perceived quality perceptions performance personality positive present product categories Proposition Psychology purchase questions recall relationship relevant represent respondents retrieval role scales scores share similar situation specific strategy strength strong structure subjects suggests Table thoughts tion transfer typical United University
Bibliographic information
| Title | Brand Equity & Advertising: Advertising's Role in Building Strong Brands Advertising and consumer psychology Lea's Communication |
| Editors | David A. Aaker, Alexander L. Biel |
| Contributors | ALCOA/Shabino Collection of Marketing Texts, American Psychological Association. Division of Consumer Psychology |
| Edition | illustrated, reprint |
| Publisher | Psychology Press, 1993 |
| Original from | the University of Michigan |
| Digitized | 22 Dec 2009 |
| ISBN | 0805812830, 9780805812831 |
| Length | 380 pages |
| Export Citation | BiBTeX EndNote RefMan |