Brand Equity & Advertising Brand Equity & Advertising

Brand Equity & Advertising

Advertising's Role in Building Strong Brands

David A. Aaker and Others
    • $119.99
    • $119.99

Publisher Description

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.

GENRE
Business & Personal Finance
RELEASED
2013
October 31
LANGUAGE
EN
English
LENGTH
390
Pages
PUBLISHER
Taylor and Francis
SELLER
Taylor & Francis Group
SIZE
12.6
MB

More Books by David A. Aaker, Alexander L. Biel & Alexander Biel

Building Strong Brands Building Strong Brands
2011
Brand Portfolio Strategy Brand Portfolio Strategy
2009
Brand Relevance Brand Relevance
2010
Three Threats to Brand Relevance Three Threats to Brand Relevance
2013
Spanning Silos Spanning Silos
2008
Managing Brand Equity Managing Brand Equity
2009