Brands and brand management : contemporary research perspectives /
Brands and brand management : contemporary research perspectives /
[edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston.
- xxviii, 311 pages, 4 unnumbered pages of plates : illustrations (some colour) ; 24 cm.
- Marketing and consumer psychology series .
- Marketing and consumer psychology series. .
Includes bibliographical references and index.
Foreword / Series Foreword / Preface / Overview -- The Science of Branding: Introductory Chapter / Managing and Leveraging Brands -- Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research / Brand Alliances / Traveling the Paths to Brand Loyalty / Branding and Corporate Social Responsibility / Cultural, Sociological, and Global Branding Perspectives -- Cultural Symbolism of Brands / Towards a Sociological Model of Brands / New Directions in Measurement of Brand Equity -- Measuring Brand Equity: The Marketing Surplus and Efficiency / Revisiting the Customer Value Proposition: The Power of Brand Emotion / Utility-Based Models of Brand Equity / Protecting Brands -- When Do Bad Things Happen to Good Brands? Understanding External and Internal Sources of Brand Dilution / Brands and Trademarks: The Legal Implications of Branding / K. Keller -- C. Haugtvedt -- B. Loken, R. Ahluwalia, M.J. Houston -- B. Loken, R. Ahluwalia, M.J. Houston -- B. Loken, C. Joiner, M.J. Houston -- A. Rao -- R. Ahluwalia, A. Kaikati -- Z. Gurhan-Canli, A. Fries -- C. Torelli, H.T. Keh, C. Chiu -- T.C. O'Guinn, A.M. Muniz, Jr -- C.W. Park, D.J. MacInnis, X. Dreze, J. Lee -- B. Shiv, A. Bechara -- T. Erdem, J. Swait -- B. Loken, D. Roedder John -- S. Baird. Part 1. Part 2. Part 3. Part 4. Part 5.
1841697591 9781841697598
2009040020
Branding (Marketing)
Brand name products--Management
HF5415.1255 / .B73 2010
658.827
Includes bibliographical references and index.
Foreword / Series Foreword / Preface / Overview -- The Science of Branding: Introductory Chapter / Managing and Leveraging Brands -- Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research / Brand Alliances / Traveling the Paths to Brand Loyalty / Branding and Corporate Social Responsibility / Cultural, Sociological, and Global Branding Perspectives -- Cultural Symbolism of Brands / Towards a Sociological Model of Brands / New Directions in Measurement of Brand Equity -- Measuring Brand Equity: The Marketing Surplus and Efficiency / Revisiting the Customer Value Proposition: The Power of Brand Emotion / Utility-Based Models of Brand Equity / Protecting Brands -- When Do Bad Things Happen to Good Brands? Understanding External and Internal Sources of Brand Dilution / Brands and Trademarks: The Legal Implications of Branding / K. Keller -- C. Haugtvedt -- B. Loken, R. Ahluwalia, M.J. Houston -- B. Loken, R. Ahluwalia, M.J. Houston -- B. Loken, C. Joiner, M.J. Houston -- A. Rao -- R. Ahluwalia, A. Kaikati -- Z. Gurhan-Canli, A. Fries -- C. Torelli, H.T. Keh, C. Chiu -- T.C. O'Guinn, A.M. Muniz, Jr -- C.W. Park, D.J. MacInnis, X. Dreze, J. Lee -- B. Shiv, A. Bechara -- T. Erdem, J. Swait -- B. Loken, D. Roedder John -- S. Baird. Part 1. Part 2. Part 3. Part 4. Part 5.
1841697591 9781841697598
2009040020
Branding (Marketing)
Brand name products--Management
HF5415.1255 / .B73 2010
658.827