David A. Aaker, Alexander L. Biel

Brand Equity & Advertising

Advertising's Role in Building Strong Brands
Herausgeber: Aaker, David A.

• Broschiertes Buch

Produktbeschreibung

The 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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Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: Psychology Press
• Seitenzahl: 392
• Erscheinungstermin: 1. April 1993
• Englisch
• Abmessung: 229mm x 152mm x 21mm
• Gewicht: 566g
• ISBN-13: 9780805812848
• ISBN-10: 0805812849
• Artikelnr.: 26436929

Autorenporträt

David A. Aaker, Alexander Biel,

Inhaltsangabe

Contents: Preface. D.A. Aaker
A.L. Biel
Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands.S. Owen
The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore
Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka
Branding in Japan. Part II: The Brand Personality and Brand Equity.A.L. Biel
Converting Image Into Equity. R. Batra
D.R. Lehmann
D. Singh
The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers
Can Products and Brands Have Charisma? M. Blackston
Beyond Brand Personality: Building Brand Relationships. G. McCracken
The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity.A. Kirmani
V. Zeithaml
Advertising
Perceived Quality
and Brand Image. J. Lannon
Asking the Right Questions: What Do People Do with Advertising? B. Wansink
M.L. Ray
Expansion Advertising and Brand Equity. J.A. Edell
M.C. Moore
The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan
D. Chakravarti
Varieties of Brand Memory Induced by Advertising: Determinants
Measures
and Relationships. Part IV: Perspectives on Brand Equity.J. McQueen
C. Foley
J. Deighton
Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt
C. Leavitt
W.L. Schneier
Cognitive Strength of Established Brands: Memory
Attitudinal
and Structural Approaches. P.H. Farquhar
P.M. Herr
The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions.K. Nakamoto
D.J. MacInnis
H-S. Jung
Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush
Brands as Categories. E.M. Tauber
Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary.L. Winters
The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker
Are Brand Equity Investments Really Worthwhile? W.D. Wells
Brand Equities
Elephants and Birds: A Commentary.