Brand Equity & Advertising: Advertising's Role in Building Strong BrandsThe 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
| 1 | |
| 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 |
| 365 | |
| 371 | |
Other editions - View all
Brand Equity & Advertising: Advertising's Role in Building Strong Brands David A. Aaker,Alexander L. Biel No preview available - 1993 |
Common terms and phrases
Aaker advertising beer behavior benefit Betty Crocker brand associations brand attitude brand category brand equity brand extensions brand image brand managers brand memory brand name brand personality brand relationships category dominance chapter charisma Chevron claims Coca-Cola coefficient cognitive competitive concept Consumer Research consumer’s consumption corporate brand cultural meanings customers defined definition difficult effect encoding evaluation evidence example expansion exposure extrinsic cues Fazio feelings find findings firm first fit five Haugtvedt impact implicit memory important indirect tests influence instance dominance Japanese journal of Consumer Kokoku leverage loyal managers Marketing Research Marlboro measures Mercedes-Benz Nike one’s original brand overall perceived quality perceptions positive product categories Proposition Psychology purchase recall relevant respondents retrieval role Share of Mind significant situation specific specific attribute strategy strong brands structure suggests sumers Table tion transfer types United Kingdom users variables Weight Watchers WordStar
Bibliographic information
| Title | Brand Equity & Advertising: Advertising's Role in Building Strong Brands Advertising and consumer psychology Brand Equity & Advertising: Advertising's Role in Building Strong Brands |
| Authors | David A. Aaker, Alexander L. Biel |
| Editors | David A. Aaker, Alexander Biel |
| Publisher | Psychology Press, 2013 |
| ISBN | 1317759834, 9781317759836 |
| Length | 390 pages |
| Subjects | › Business & Economics / Consumer Behavior Psychology / General |
| Export Citation | BiBTeX EndNote RefMan |