000 12023cam a22004334i 4500
005 20211103123808.0
008 100624s2010 cau b 000 0 eng d
011 _aBIB MATCHES WORLDCAT
020 _a1848602081
_qhbk.
020 _a9781848602083
_qhbk.
035 _a(ATU)b11716423
035 _a(OCoLC)496555171
040 _aNLE
_beng
_erda
_cNLE
_dUKM
_dOCoLC
_dATU
082 0 4 _a658.827
_222
245 0 0 _aBrand management /
_cedited by Francesca Dall'Olmo Riley.
264 1 _aLos Angeles, Calif. ; London :
_bSAGE,
_c2010.
300 _a4 volumes ;
_c24 cm.
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
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 --
505 0 0 _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 --
505 0 0 _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.
588 _aMachine converted from AACR2 source record.
650 0 _aBrand name products
_xManagement
_9371221
650 0 _aBranding (Marketing)
_9332183
700 1 _aDall'Olmo Riley, Francesca.
_9269045
830 0 _aSAGE library of marketing.
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907 _a.b11716423
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