Brand Equity & Advertising: Advertising's Role in Building Strong Brands

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Psychology Press, Oct 31, 2013 - 390 pages
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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Contents

An Overview
1
Part I A Global View on Building Brands
9
Part II The Brand Personality and Brand Equity
65
Part III The Role of Advertising in Creating Brand Equity
141
Part IV Perspectives on Brand Equity
233
Part V Perspectives on Brand Extensions
279
Part VI Case Studies and a Commentary
319
About the Contributors
357
Author Index
365
Subject Index
371
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