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Loken Barbara

Brands and brand management : Contemporary research perspectives - London Routledge 2010 - 311p xxvii

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.

ISBN: 9781841697598

Subjects--Topical Terms:
1. Branding Marketing 2. Brand Name Products - Management

Dewey Class. No.: 658.800000 / LOK