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Brands and brand management : Contemporary research perspectives

By: Contributor(s): Publication details: London Routledge 2010Description: 311p xxviiISBN:
  • 9781841697598
Subject(s): DDC classification:
  • 658.800000 LOK
Contents:
Table of contents K. Keller, Foreword. C. Haugtvedt, Series Foreword. B. Loken, R. Ahluwalia, M.J. Houston, Preface. Part 1. Overview. B. Loken, R. Ahluwalia, M.J. Houston, The Science of Branding: Introductory Chapter; Part 2. Managing and Leveraging Brands. B. Loken, C. Joiner, M.J. Houston; Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research. A. Rao; Brand Alliances. R. Ahluwalia, A. Kaikati; Traveling the Paths to Brand Loyalty. Z. Gurhan-Canli; A. Fries, Branding and Corporate Social Responsibility (CSR); Part 3. Cultural, Sociological, and Global Branding Perspectives. C. Torelli, H.T. Keh, C. Chiu; Cultural Symbolism of Brands. T.C. O'Guinn, A.M. Muniz, Jr; Towards a Sociological Model of Brands; Part 4. New Directions in Measurement of Brand Equity. C.W. Park, D.J. MacInnis, X. Dreze, J. Lee; Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity. B. Shiv, A. Bechara; Revisiting the Customer Value Proposition: The Power of Brand Emotion. T. Erdem, J. Swait, Utility-Based Models of Brand Equity.; Part 5. Protecting Brands. B. Loken, D. Roedder John; When Do Bad Things Happen to Good Brands; Understanding External and Internal Sources of Brand Dilution. S. Baird; Brands and Trademarks: The Legal Implications of Branding.
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BOOKs . NAB Compactor 658.8 LOK (Browse shelf(Opens below)) Available 29371

Table of contents
K. Keller, Foreword. C. Haugtvedt,
Series Foreword. B. Loken, R. Ahluwalia, M.J. Houston,
Preface.
Part 1. Overview. B. Loken, R. Ahluwalia, M.J. Houston, The Science of Branding: Introductory Chapter;
Part 2. Managing and Leveraging Brands. B. Loken, C. Joiner, M.J. Houston;
Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research. A. Rao;
Brand Alliances. R. Ahluwalia, A. Kaikati;
Traveling the Paths to Brand Loyalty. Z. Gurhan-Canli;
A. Fries, Branding and Corporate Social Responsibility (CSR);
Part 3. Cultural, Sociological, and Global Branding Perspectives. C. Torelli, H.T. Keh, C. Chiu;
Cultural Symbolism of Brands. T.C. O'Guinn, A.M. Muniz, Jr;
Towards a Sociological Model of Brands;
Part 4. New Directions in Measurement of Brand Equity. C.W. Park, D.J. MacInnis, X. Dreze, J. Lee;
Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity. B. Shiv, A. Bechara;
Revisiting the Customer Value Proposition: The Power of Brand Emotion. T. Erdem, J. Swait, Utility-Based Models of Brand Equity.;
Part 5. Protecting Brands. B. Loken, D. Roedder John;
When Do Bad Things Happen to Good Brands;
Understanding External and Internal Sources of Brand Dilution. S. Baird;
Brands and Trademarks: The Legal Implications of Branding.