Brand management /
Brand management /
edited by Francesca Dall'Olmo Riley.
- 4 volumes ; 24 cm.
- SAGE library in marketing .
- SAGE library of marketing. .
Includes bibliographical references.
Fundamental Elements of Branding : -- Conceptual Foundations -- What Is a Brand? -- What Does Brand Mean? Historical-Analysis Method and Construct Definition / Defining a "Brand": Beyond the Literature with Experts' Interpretations / Firms' Motivations for Branding -- Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond / Strategic Brand Concept-Image Management / Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks / The Marketing Advantages of Strong Brands / Exploring the Brand Value-Shareholder Value Nexus for Consumer Goods Companies / Consumer-Centred Roles of Brands -- A Connectionist Model of Brand-Quality Associations / Brands as Signals: A Cross-Country Validation Study / Managing Brand Elements : -- Brand Names -- Sensory or Phonetic Elements -- Creating Brand Names with Meaning: The Use of Sound Symbolism / Cultural Considerations -- Language and Brand Attitudes: Impact of Script and Sound Matching in Chinese and English / Creating Local Brands in Multilingual International Markets / Semantic Implications -- Inferences from Brand Names / Recall and Recognition of Brand Names: A Comparison of Word and Nonword Name Types / Logos -- Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength / Legal Issues -- The "Trade Dress" Controversy: A Case of Strategic Cross-Brand Cannibalization / Trademark Infringement from the Buyer Perspective: Conceptual Analysis and Measurement Implications / Barbara B. Stern -- Leslie de Chernatony and Francesca Dall'Olmo Riley -- Birger Wernerfelt -- C. Whan Park, Bernard J. Jaworski and Deborah J. Maclnnis -- Geraldine R. Henderson, Dawn Iacobucci and Bobby J. Colder -- Steve Hoeffler and Kevin Lane Keller -- Roger A Kerin and Raj Sethuraman -- Chris Janiszewski and Stijn MJ. Van Osselaer -- Tu'lin Erdem, Joffre Swait and Ana Valenzuela -- Richard R. Klink -- Yigang Pan and Bernd Schmitt -- Shi Zhang and Bernd H. Schmitt -- Judith Lynne Zaichkowsky and Padma Vipat -- Dawn Lerman and Ellen Garbarino -- Pamela W. Henderson, Joseph A Cote, Siew Meng Leong and Bernd Schmitt -- Michael Harvey, James T. Rothe and Laurie A Lucas -- Itamar Simonson -- Volume I: -- Part A. 1. 2. 3. 4. 5. 6. 7. 8. 9. Part B. 10. 11. 12. 13. 14. 15. 16. 17. Conceptualising and Measuring Brand Equity : -- Introduction -- 18. What Is Brand Equity Anyway, and How Do You Measure It? -- Paul Feldwick -- Brand Equity as Brand Strength -- 19. Conceptualizing, Measuring, and Managing Customer-Based -- Brand Equity -- 20. If You're So Strong, Why Aren't You Bigger? - Making the Case -- against Brand Equity -- Measuring Brand Performance -- The Structure of Survey-Based Brand Metrics / 22. Understanding Brand Performance Measures: Using Dirichlet -- Benchmarks -- Brand Loyalty -- Customer Loyalty / The Variability of Attitudinal Repeat-Rates / Brand Equity as the Value of the Brand to the Firm -- The Measurement and Determinants of Brand Equity: A Financial Approach / Managing Brand Intangibles : -- Introduction -- Marketing Images: Construct Definition, Measurement Issues, and Theory Development / Brand Identity, Brand Image and Brand Positioning -- Brand Identity and Positioning / The Effect of Brand Attitude and Brand Image on Brand Equity / Brand Image and Brand Usage / Evidence Concerning the Importance of Perceived Brand Differentiation / Brand Personality -- Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs / Do Brand Personality Scales Really Measure Brand Personality? / Brand Relationships -- Consumers and Their Brands: Developing Relationship Theory in Consumer Research / When Good Brands Do Bad / Brand Communities -- Social versus Psychological Brand Community: The Role of Psychological Sense of Brand Community / Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty / Donald R. Lehmann, Kevin Lane Keller and John U. Farley -- R. East, M. Wright and M. Vanhuele -- F. Dall'Olmo Riley, AS.C. Ehrenberg, S.B. Castleberry, T.P Barwise and N.R. Barnard -- Carol J. Simon and Mary W. Sullivan -- Barbara Stern, George M. Zinkhan and Anupam Jaju -- J.N. Kapferer -- James B. Faircloth, Louis M. Capella and Bruce L. Alford -- M. Bird, C. Channon and AS.C. Ehrenberg -- Jenni Romaniuk, Byron Sharp and Andrew Ehrenberg -- Jennifer Lynn Aaker, Veronica Benet-Martinez and Jordi Garolera -- Audrey Azoulay and Jean-Noel Kapferer -- Susan Fournier -- Jennifer Aaker, Susan Fournier and S. Adam Brasel -- Brad D. Carlson, Tracy A Suter and Tom J. Brown -- Scott A Thompson and Rajiv K. Sinha -- Volume II: -- Part A. 21. 23. 24. 25. Part B. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. Brand Strategies (1) : -- Brand Architecture -- How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation? / Brand Architecture in Services: The Example of Retail Financial Services / Consumer Perceptions of Brand Architecture in Financial Services / Brand Alliances -- Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes / Improving Competitive Position Using Branded Ingredients / 42. Using Advertising Alliances for New Product Introduction: Interactions -- between Product Complementarity and Promotional Strategies -- Brand Strategies (2) : -- Introducing and Managing Brand Extensions -- Core Elements -- Consumer Evaluation of Brand Extensions -- A Process-Tracing Study of Brand Extension Evaluation / Drivers of Brand Extension Success / Extension Fit -- 45. Evaluation of Brand Extensions: The Role of Product Feature -- Similarity and Brand Concept Consistency -- Extensions Feedback Effects on Parent Brand -- Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies / Extensions Types -- Line Extensions -- Success Factors of Line Extensions of Fast-Moving Consumer Goods / Vertical Extensions -- Consumer Evaluation of Vertical Brand Extensions and Core Brands / Multiple Brand Extensions -- Sequential Brand Extensions and Brand Choice Behavior / Moderating Factors -- Characteristics of Consumers -- 50. Product-Category Dynamics and Corporate Identity in Brand -- Extensions: A Comparison of Hong Kong and U.S. Consumers -- Characteristics of the Parent Brand -- The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation / Characteristics of the Extension Category -- New Brands versus Brand Extensions, Attitudes versus Choice: Experimental Evidence for Theory and Practice / Characteristics of the Extension Marketing Programme -- Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory links / Vithala R. Rao, Manoj K. Agarwal and Denise Dahlhojf -- James Devlin -- James F. Devlin and Sally McKechnk -- Bernard L. Simonin and Julie A Ruth -- Michael S. McCarthy and Donald G. Norris -- David M. Boush and Barbara Loken -- Franziska Volckner and Henrik Sattler -- Sandra J. Milberg, C. Whan Park and Michael S. McCarthy -- Edwin J. Nijssen -- Chung K. Kim, Anne M. Lavack and Margo Smith -- Vanitha Swaminathan -- Sobodh Bhat and Srinivas K. Reddy -- Michael S. McCarthy, Timothy B. Heath and Sandra J. Milberg -- Sheri Bridges, Kevin Lane Keller and Sanjay Sood -- Volume III: -- Part A. 37. 38. 39. 40. 41. Part B. 43. 44. 46. 47. 48. 49. 51. 52. 53. Brand Management Systems : -- Brand or Category Management? -- Punctuated Equilibrium and the Evolution of the Product Manager / The Profit Benefits of Category Management / Fundamental Changes in Marketing Organization: The Movement toward a Customer-Focused Organizational Structure / Managing Brand Typologies : -- Corporate Brands -- Managing Corporate Identity: An Internal Perspective / The Effect of Corporate Branding Dimensions on Consumers' Product Evaluation: A Cross-Cultural Analysis / Socially Responsible Brands -- The Company and the Product: Corporate Associations and Consumer Product Responses / Reaping Relational Rewards from Corporate Social Responsibility: The Role of Competitive Positioning / Business to Business Brands -- Branding Importance in Business-to-Business Markets: Three Buyer Clusters / An Application of Keller's Brand Equity Model in a B2B Context / Services Brands -- The Criteria for Successful Services Brands / The Service Brand as Relationships Builder / Luxury Brands -- Personal Taste and Family Face: Luxury Consumption in Confucian and Western Societies / Consuming Luxury Brands: The Relevance of the 'Rarity Principle' / Retailer Brands -- The Buying of Own Labels / Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk / Destination Brands -- Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models / Global Brands -- How Perceived Brand Globalness Creates Brand Value / Lea Prevel Katsanis and Dennis A Pitta -- Michael J. Zenor -- Christian Homburg, John P. Workman, Jr. and Ove Jensen -- Claudia Simoes, Sally Dibb and Raymond P. Fisk -- Nizar Souiden, Norizan M. Kassim and Heung-Ja Hong -- Tom J. Brown and Peter A Dacin -- Shuili Du, C.B. Bhattacharya and Sankar Sen -- Susan Mudambi -- Kerri-Ann L. Kuhn, Frank Alpert and Nigel K. LI. Pope -- Leslie de Chernatony and Susan Segal-Horn -- Francesca Dall'Olmo Riley and Leslie de Chernatony -- Nancy Y. Wong and Aaron C. Ahuvia -- Ian Phau and Gerard Prendergast -- Mark D. Uncles and Katrina Ellis -- Tulin Erdem, Ying Zhao and Ana Valenzuela -- Xiaoyan Xing and Laurence Chalip -- Jan-Benedict E.M. Steenkamp, Rajeev Batra and Dana L. Alden. Volume IV: -- Part A. 54. 55. 56. Part B. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70.
1848602081 9781848602083
Brand name products--Management
Branding (Marketing)
658.827
Includes bibliographical references.
Fundamental Elements of Branding : -- Conceptual Foundations -- What Is a Brand? -- What Does Brand Mean? Historical-Analysis Method and Construct Definition / Defining a "Brand": Beyond the Literature with Experts' Interpretations / Firms' Motivations for Branding -- Umbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond / Strategic Brand Concept-Image Management / Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks / The Marketing Advantages of Strong Brands / Exploring the Brand Value-Shareholder Value Nexus for Consumer Goods Companies / Consumer-Centred Roles of Brands -- A Connectionist Model of Brand-Quality Associations / Brands as Signals: A Cross-Country Validation Study / Managing Brand Elements : -- Brand Names -- Sensory or Phonetic Elements -- Creating Brand Names with Meaning: The Use of Sound Symbolism / Cultural Considerations -- Language and Brand Attitudes: Impact of Script and Sound Matching in Chinese and English / Creating Local Brands in Multilingual International Markets / Semantic Implications -- Inferences from Brand Names / Recall and Recognition of Brand Names: A Comparison of Word and Nonword Name Types / Logos -- Building Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength / Legal Issues -- The "Trade Dress" Controversy: A Case of Strategic Cross-Brand Cannibalization / Trademark Infringement from the Buyer Perspective: Conceptual Analysis and Measurement Implications / Barbara B. Stern -- Leslie de Chernatony and Francesca Dall'Olmo Riley -- Birger Wernerfelt -- C. Whan Park, Bernard J. Jaworski and Deborah J. Maclnnis -- Geraldine R. Henderson, Dawn Iacobucci and Bobby J. Colder -- Steve Hoeffler and Kevin Lane Keller -- Roger A Kerin and Raj Sethuraman -- Chris Janiszewski and Stijn MJ. Van Osselaer -- Tu'lin Erdem, Joffre Swait and Ana Valenzuela -- Richard R. Klink -- Yigang Pan and Bernd Schmitt -- Shi Zhang and Bernd H. Schmitt -- Judith Lynne Zaichkowsky and Padma Vipat -- Dawn Lerman and Ellen Garbarino -- Pamela W. Henderson, Joseph A Cote, Siew Meng Leong and Bernd Schmitt -- Michael Harvey, James T. Rothe and Laurie A Lucas -- Itamar Simonson -- Volume I: -- Part A. 1. 2. 3. 4. 5. 6. 7. 8. 9. Part B. 10. 11. 12. 13. 14. 15. 16. 17. Conceptualising and Measuring Brand Equity : -- Introduction -- 18. What Is Brand Equity Anyway, and How Do You Measure It? -- Paul Feldwick -- Brand Equity as Brand Strength -- 19. Conceptualizing, Measuring, and Managing Customer-Based -- Brand Equity -- 20. If You're So Strong, Why Aren't You Bigger? - Making the Case -- against Brand Equity -- Measuring Brand Performance -- The Structure of Survey-Based Brand Metrics / 22. Understanding Brand Performance Measures: Using Dirichlet -- Benchmarks -- Brand Loyalty -- Customer Loyalty / The Variability of Attitudinal Repeat-Rates / Brand Equity as the Value of the Brand to the Firm -- The Measurement and Determinants of Brand Equity: A Financial Approach / Managing Brand Intangibles : -- Introduction -- Marketing Images: Construct Definition, Measurement Issues, and Theory Development / Brand Identity, Brand Image and Brand Positioning -- Brand Identity and Positioning / The Effect of Brand Attitude and Brand Image on Brand Equity / Brand Image and Brand Usage / Evidence Concerning the Importance of Perceived Brand Differentiation / Brand Personality -- Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs / Do Brand Personality Scales Really Measure Brand Personality? / Brand Relationships -- Consumers and Their Brands: Developing Relationship Theory in Consumer Research / When Good Brands Do Bad / Brand Communities -- Social versus Psychological Brand Community: The Role of Psychological Sense of Brand Community / Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty / Donald R. Lehmann, Kevin Lane Keller and John U. Farley -- R. East, M. Wright and M. Vanhuele -- F. Dall'Olmo Riley, AS.C. Ehrenberg, S.B. Castleberry, T.P Barwise and N.R. Barnard -- Carol J. Simon and Mary W. Sullivan -- Barbara Stern, George M. Zinkhan and Anupam Jaju -- J.N. Kapferer -- James B. Faircloth, Louis M. Capella and Bruce L. Alford -- M. Bird, C. Channon and AS.C. Ehrenberg -- Jenni Romaniuk, Byron Sharp and Andrew Ehrenberg -- Jennifer Lynn Aaker, Veronica Benet-Martinez and Jordi Garolera -- Audrey Azoulay and Jean-Noel Kapferer -- Susan Fournier -- Jennifer Aaker, Susan Fournier and S. Adam Brasel -- Brad D. Carlson, Tracy A Suter and Tom J. Brown -- Scott A Thompson and Rajiv K. Sinha -- Volume II: -- Part A. 21. 23. 24. 25. Part B. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36. Brand Strategies (1) : -- Brand Architecture -- How Is Manifest Branding Strategy Related to the Intangible Value of a Corporation? / Brand Architecture in Services: The Example of Retail Financial Services / Consumer Perceptions of Brand Architecture in Financial Services / Brand Alliances -- Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes / Improving Competitive Position Using Branded Ingredients / 42. Using Advertising Alliances for New Product Introduction: Interactions -- between Product Complementarity and Promotional Strategies -- Brand Strategies (2) : -- Introducing and Managing Brand Extensions -- Core Elements -- Consumer Evaluation of Brand Extensions -- A Process-Tracing Study of Brand Extension Evaluation / Drivers of Brand Extension Success / Extension Fit -- 45. Evaluation of Brand Extensions: The Role of Product Feature -- Similarity and Brand Concept Consistency -- Extensions Feedback Effects on Parent Brand -- Managing Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies / Extensions Types -- Line Extensions -- Success Factors of Line Extensions of Fast-Moving Consumer Goods / Vertical Extensions -- Consumer Evaluation of Vertical Brand Extensions and Core Brands / Multiple Brand Extensions -- Sequential Brand Extensions and Brand Choice Behavior / Moderating Factors -- Characteristics of Consumers -- 50. Product-Category Dynamics and Corporate Identity in Brand -- Extensions: A Comparison of Hong Kong and U.S. Consumers -- Characteristics of the Parent Brand -- The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation / Characteristics of the Extension Category -- New Brands versus Brand Extensions, Attitudes versus Choice: Experimental Evidence for Theory and Practice / Characteristics of the Extension Marketing Programme -- Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory links / Vithala R. Rao, Manoj K. Agarwal and Denise Dahlhojf -- James Devlin -- James F. Devlin and Sally McKechnk -- Bernard L. Simonin and Julie A Ruth -- Michael S. McCarthy and Donald G. Norris -- David M. Boush and Barbara Loken -- Franziska Volckner and Henrik Sattler -- Sandra J. Milberg, C. Whan Park and Michael S. McCarthy -- Edwin J. Nijssen -- Chung K. Kim, Anne M. Lavack and Margo Smith -- Vanitha Swaminathan -- Sobodh Bhat and Srinivas K. Reddy -- Michael S. McCarthy, Timothy B. Heath and Sandra J. Milberg -- Sheri Bridges, Kevin Lane Keller and Sanjay Sood -- Volume III: -- Part A. 37. 38. 39. 40. 41. Part B. 43. 44. 46. 47. 48. 49. 51. 52. 53. Brand Management Systems : -- Brand or Category Management? -- Punctuated Equilibrium and the Evolution of the Product Manager / The Profit Benefits of Category Management / Fundamental Changes in Marketing Organization: The Movement toward a Customer-Focused Organizational Structure / Managing Brand Typologies : -- Corporate Brands -- Managing Corporate Identity: An Internal Perspective / The Effect of Corporate Branding Dimensions on Consumers' Product Evaluation: A Cross-Cultural Analysis / Socially Responsible Brands -- The Company and the Product: Corporate Associations and Consumer Product Responses / Reaping Relational Rewards from Corporate Social Responsibility: The Role of Competitive Positioning / Business to Business Brands -- Branding Importance in Business-to-Business Markets: Three Buyer Clusters / An Application of Keller's Brand Equity Model in a B2B Context / Services Brands -- The Criteria for Successful Services Brands / The Service Brand as Relationships Builder / Luxury Brands -- Personal Taste and Family Face: Luxury Consumption in Confucian and Western Societies / Consuming Luxury Brands: The Relevance of the 'Rarity Principle' / Retailer Brands -- The Buying of Own Labels / Performance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk / Destination Brands -- Effects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models / Global Brands -- How Perceived Brand Globalness Creates Brand Value / Lea Prevel Katsanis and Dennis A Pitta -- Michael J. Zenor -- Christian Homburg, John P. Workman, Jr. and Ove Jensen -- Claudia Simoes, Sally Dibb and Raymond P. Fisk -- Nizar Souiden, Norizan M. Kassim and Heung-Ja Hong -- Tom J. Brown and Peter A Dacin -- Shuili Du, C.B. Bhattacharya and Sankar Sen -- Susan Mudambi -- Kerri-Ann L. Kuhn, Frank Alpert and Nigel K. LI. Pope -- Leslie de Chernatony and Susan Segal-Horn -- Francesca Dall'Olmo Riley and Leslie de Chernatony -- Nancy Y. Wong and Aaron C. Ahuvia -- Ian Phau and Gerard Prendergast -- Mark D. Uncles and Katrina Ellis -- Tulin Erdem, Ying Zhao and Ana Valenzuela -- Xiaoyan Xing and Laurence Chalip -- Jan-Benedict E.M. Steenkamp, Rajeev Batra and Dana L. Alden. Volume IV: -- Part A. 54. 55. 56. Part B. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70.
1848602081 9781848602083
Brand name products--Management
Branding (Marketing)
658.827