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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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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.