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