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_a1848602081 _qhbk. |
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_a9781848602083 _qhbk. |
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035 | _a(ATU)b11716423 | ||
035 | _a(OCoLC)496555171 | ||
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_a658.827 _222 |
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_aBrand management / _cedited by Francesca Dall'Olmo Riley. |
264 | 1 |
_aLos Angeles, Calif. ; London : _bSAGE, _c2010. |
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300 |
_a4 volumes ; _c24 cm. |
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336 |
_atext _btxt _2rdacontent |
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337 |
_aunmediated _bn _2rdamedia |
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338 |
_avolume _bnc _2rdacarrier |
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490 | 1 | _aSAGE library in marketing | |
504 | _aIncludes bibliographical references. | ||
505 | 0 | 0 |
_gVolume I: -- _gPart A. _tFundamental Elements of Branding : -- _tConceptual Foundations -- _tWhat Is a Brand? -- _g1. _tWhat Does Brand Mean? Historical-Analysis Method and Construct Definition / _rBarbara B. Stern -- _g2. _tDefining a "Brand": Beyond the Literature with Experts' Interpretations / _rLeslie de Chernatony and Francesca Dall'Olmo Riley -- _tFirms' Motivations for Branding -- _g3. _tUmbrella Branding as a Signal of New Product Quality: An Example of Signalling by Posting a Bond / _rBirger Wernerfelt -- _g4. _tStrategic Brand Concept-Image Management / _rC. Whan Park, Bernard J. Jaworski and Deborah J. Maclnnis -- _g5. _tBrand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks / _rGeraldine R. Henderson, Dawn Iacobucci and Bobby J. Colder -- _g6. _tThe Marketing Advantages of Strong Brands / _rSteve Hoeffler and Kevin Lane Keller -- _g7. _tExploring the Brand Value-Shareholder Value Nexus for Consumer Goods Companies / _rRoger A Kerin and Raj Sethuraman -- _tConsumer-Centred Roles of Brands -- _g8. _tA Connectionist Model of Brand-Quality Associations / _rChris Janiszewski and Stijn MJ. Van Osselaer -- _g9. _tBrands as Signals: A Cross-Country Validation Study / _rTu'lin Erdem, Joffre Swait and Ana Valenzuela -- _gPart B. _tManaging Brand Elements : -- _tBrand Names -- _tSensory or Phonetic Elements -- _g10. _tCreating Brand Names with Meaning: The Use of Sound Symbolism / _rRichard R. Klink -- _tCultural Considerations -- _g11. _tLanguage and Brand Attitudes: Impact of Script and Sound Matching in Chinese and English / _rYigang Pan and Bernd Schmitt -- _g12. _tCreating Local Brands in Multilingual International Markets / _rShi Zhang and Bernd H. Schmitt -- _tSemantic Implications -- _g13. _tInferences from Brand Names / _rJudith Lynne Zaichkowsky and Padma Vipat -- _g14. _tRecall and Recognition of Brand Names: A Comparison of Word and Nonword Name Types / _rDawn Lerman and Ellen Garbarino -- _tLogos -- _g15. _tBuilding Strong Brands in Asia: Selecting the Visual Components of Image to Maximize Brand Strength / _rPamela W. Henderson, Joseph A Cote, Siew Meng Leong and Bernd Schmitt -- _tLegal Issues -- _g16. _tThe "Trade Dress" Controversy: A Case of Strategic Cross-Brand Cannibalization / _rMichael Harvey, James T. Rothe and Laurie A Lucas -- _g17. _tTrademark Infringement from the Buyer Perspective: Conceptual Analysis and Measurement Implications / _rItamar Simonson -- |
505 | 0 | 0 |
_gVolume II: -- _gPart A. _tConceptualising and Measuring Brand Equity : -- _tIntroduction -- _t18. What Is Brand Equity Anyway, and How Do You Measure It? -- _tPaul Feldwick -- _tBrand Equity as Brand Strength -- _t19. Conceptualizing, Measuring, and Managing Customer-Based -- _tBrand Equity {Kevin Lane Keller} -- _t20. If You're So Strong, Why Aren't You Bigger? - Making the Case -- _tagainst Brand Equity {Andrew S.C. Ehrenberg} -- _tMeasuring Brand Performance -- _g21. _tThe Structure of Survey-Based Brand Metrics / _rDonald R. Lehmann, Kevin Lane Keller and John U. Farley -- _t22. Understanding Brand Performance Measures: Using Dirichlet -- _tBenchmarks {Andrew S.C. Ehrenberg, Mark D. Uncles and Gerald J. Goodhardt} -- _tBrand Loyalty -- _g23. _tCustomer Loyalty / _rR. East, M. Wright and M. Vanhuele -- _g24. _tThe Variability of Attitudinal Repeat-Rates / _rF. Dall'Olmo Riley, AS.C. Ehrenberg, S.B. Castleberry, T.P Barwise and N.R. Barnard -- _tBrand Equity as the Value of the Brand to the Firm -- _g25. _tThe Measurement and Determinants of Brand Equity: A Financial Approach / _rCarol J. Simon and Mary W. Sullivan -- _gPart B. _tManaging Brand Intangibles : -- _tIntroduction -- _g26. _tMarketing Images: Construct Definition, Measurement Issues, and Theory Development / _rBarbara Stern, George M. Zinkhan and Anupam Jaju -- _tBrand Identity, Brand Image and Brand Positioning -- _g27. _tBrand Identity and Positioning / _rJ.N. Kapferer -- _g28. _tThe Effect of Brand Attitude and Brand Image on Brand Equity / _rJames B. Faircloth, Louis M. Capella and Bruce L. Alford -- _g29. _tBrand Image and Brand Usage / _rM. Bird, C. Channon and AS.C. Ehrenberg -- _g30. _tEvidence Concerning the Importance of Perceived Brand Differentiation / _rJenni Romaniuk, Byron Sharp and Andrew Ehrenberg -- _tBrand Personality -- _g31. _tConsumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs / _rJennifer Lynn Aaker, Veronica Benet-Martinez and Jordi Garolera -- _g32. _tDo Brand Personality Scales Really Measure Brand Personality? / _rAudrey Azoulay and Jean-Noel Kapferer -- _tBrand Relationships -- _g33. _tConsumers and Their Brands: Developing Relationship Theory in Consumer Research / _rSusan Fournier -- _g34. _tWhen Good Brands Do Bad / _rJennifer Aaker, Susan Fournier and S. Adam Brasel -- _tBrand Communities -- _g35. _tSocial versus Psychological Brand Community: The Role of Psychological Sense of Brand Community / _rBrad D. Carlson, Tracy A Suter and Tom J. Brown -- _g36. _tBrand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty / _rScott A Thompson and Rajiv K. Sinha -- |
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_gVolume III: -- _gPart A. _tBrand Strategies (1) : -- _tBrand Architecture -- _g37. _tHow Is Manifest Branding Strategy Related to the Intangible Value of a Corporation? / _rVithala R. Rao, Manoj K. Agarwal and Denise Dahlhojf -- _g38. _tBrand Architecture in Services: The Example of Retail Financial Services / _rJames Devlin -- _g39. _tConsumer Perceptions of Brand Architecture in Financial Services / _rJames F. Devlin and Sally McKechnk -- _tBrand Alliances -- _g40. _tIs a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes / _rBernard L. Simonin and Julie A Ruth -- _g41. _tImproving Competitive Position Using Branded Ingredients / _rMichael S. McCarthy and Donald G. Norris -- _t42. Using Advertising Alliances for New Product Introduction: Interactions -- _tbetween Product Complementarity and Promotional Strategies {Sridhar Samu, H. Shanker Krishnan and Robert E. Smkh} -- _gPart B. _tBrand Strategies (2) : -- _tIntroducing and Managing Brand Extensions -- _tCore Elements -- _tConsumer Evaluation of Brand Extensions -- _g43. _tA Process-Tracing Study of Brand Extension Evaluation / _rDavid M. Boush and Barbara Loken -- _g44. _tDrivers of Brand Extension Success / _rFranziska Volckner and Henrik Sattler -- _tExtension Fit -- _t45. Evaluation of Brand Extensions: The Role of Product Feature -- _tSimilarity and Brand Concept Consistency {C. Whan Park, Sandra Milberg and Robert Lawson} -- _tExtensions Feedback Effects on Parent Brand -- _g46. _tManaging Negative Feedback Effects Associated with Brand Extensions: The Impact of Alternative Branding Strategies / _rSandra J. Milberg, C. Whan Park and Michael S. McCarthy -- _tExtensions Types -- _tLine Extensions -- _g47. _tSuccess Factors of Line Extensions of Fast-Moving Consumer Goods / _rEdwin J. Nijssen -- _tVertical Extensions -- _g48. _tConsumer Evaluation of Vertical Brand Extensions and Core Brands / _rChung K. Kim, Anne M. Lavack and Margo Smith -- _tMultiple Brand Extensions -- _g49. _tSequential Brand Extensions and Brand Choice Behavior / _rVanitha Swaminathan -- _tModerating Factors -- _tCharacteristics of Consumers -- _t50. Product-Category Dynamics and Corporate Identity in Brand -- _tExtensions: A Comparison of Hong Kong and U.S. Consumers {Jin K. Han and Bernd H. Schmitt} -- _tCharacteristics of the Parent Brand -- _g51. _tThe Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation / _rSobodh Bhat and Srinivas K. Reddy -- _tCharacteristics of the Extension Category -- _g52. _tNew Brands versus Brand Extensions, Attitudes versus Choice: Experimental Evidence for Theory and Practice / _rMichael S. McCarthy, Timothy B. Heath and Sandra J. Milberg -- _tCharacteristics of the Extension Marketing Programme -- _g53. _tCommunication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory links / _rSheri Bridges, Kevin Lane Keller and Sanjay Sood -- |
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_gVolume IV: -- _gPart A. _tBrand Management Systems : -- _tBrand or Category Management? -- _g54. _tPunctuated Equilibrium and the Evolution of the Product Manager / _rLea Prevel Katsanis and Dennis A Pitta -- _g55. _tThe Profit Benefits of Category Management / _rMichael J. Zenor -- _g56. _tFundamental Changes in Marketing Organization: The Movement toward a Customer-Focused Organizational Structure / _rChristian Homburg, John P. Workman, Jr. and Ove Jensen -- _gPart B. _tManaging Brand Typologies : -- _tCorporate Brands -- _g57. _tManaging Corporate Identity: An Internal Perspective / _rClaudia Simoes, Sally Dibb and Raymond P. Fisk -- _g58. _tThe Effect of Corporate Branding Dimensions on Consumers' Product Evaluation: A Cross-Cultural Analysis / _rNizar Souiden, Norizan M. Kassim and Heung-Ja Hong -- _tSocially Responsible Brands -- _g59. _tThe Company and the Product: Corporate Associations and Consumer Product Responses / _rTom J. Brown and Peter A Dacin -- _g60. _tReaping Relational Rewards from Corporate Social Responsibility: The Role of Competitive Positioning / _rShuili Du, C.B. Bhattacharya and Sankar Sen -- _tBusiness to Business Brands -- _g61. _tBranding Importance in Business-to-Business Markets: Three Buyer Clusters / _rSusan Mudambi -- _g62. _tAn Application of Keller's Brand Equity Model in a B2B Context / _rKerri-Ann L. Kuhn, Frank Alpert and Nigel K. LI. Pope -- _tServices Brands -- _g63. _tThe Criteria for Successful Services Brands / _rLeslie de Chernatony and Susan Segal-Horn -- _g64. _tThe Service Brand as Relationships Builder / _rFrancesca Dall'Olmo Riley and Leslie de Chernatony -- _tLuxury Brands -- _g65. _tPersonal Taste and Family Face: Luxury Consumption in Confucian and Western Societies / _rNancy Y. Wong and Aaron C. Ahuvia -- _g66. _tConsuming Luxury Brands: The Relevance of the 'Rarity Principle' / _rIan Phau and Gerard Prendergast -- _tRetailer Brands -- _g67. _tThe Buying of Own Labels / _rMark D. Uncles and Katrina Ellis -- _g68. _tPerformance of Store Brands: A Cross-Country Analysis of Consumer Store-Brand Preferences, Perceptions, and Risk / _rTulin Erdem, Ying Zhao and Ana Valenzuela -- _tDestination Brands -- _g69. _tEffects of Hosting a Sport Event on Destination Brand: A Test of Co-branding and Match-up Models / _rXiaoyan Xing and Laurence Chalip -- _tGlobal Brands -- _g70. _tHow Perceived Brand Globalness Creates Brand Value / _rJan-Benedict E.M. Steenkamp, Rajeev Batra and Dana L. Alden. |
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