David A Aaker, Alexander L Biel
Brand Equity & Advertising
Advertising's Role in Building Strong Brands
Herausgeber: Aaker, David A
David A Aaker, Alexander L Biel
Brand Equity & Advertising
Advertising's Role in Building Strong Brands
Herausgeber: Aaker, David A
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First Published in 1993. Routledge is an imprint of Taylor & Francis, an informa company.
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First Published in 1993. Routledge is an imprint of Taylor & Francis, an informa company.
Produktdetails
- Produktdetails
- Verlag: Taylor & Francis Ltd (Sales)
- UK edition
- Seitenzahl: 390
- Erscheinungstermin: 1. April 1993
- Englisch
- Abmessung: 231mm x 152mm x 24mm
- Gewicht: 635g
- ISBN-13: 9780805812848
- ISBN-10: 0805812849
- Artikelnr.: 26436929
- Verlag: Taylor & Francis Ltd (Sales)
- UK edition
- Seitenzahl: 390
- Erscheinungstermin: 1. April 1993
- Englisch
- Abmessung: 231mm x 152mm x 24mm
- Gewicht: 635g
- ISBN-13: 9780805812848
- ISBN-10: 0805812849
- Artikelnr.: 26436929
David A. Aaker, Alexander Biel,
Contents: Preface. D.A. Aaker
A.L. Biel
Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands.S. Owen
The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore
Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka
Branding in Japan. Part II: The Brand Personality and Brand Equity.A.L. Biel
Converting Image Into Equity. R. Batra
D.R. Lehmann
D. Singh
The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers
Can Products and Brands Have Charisma? M. Blackston
Beyond Brand Personality: Building Brand Relationships. G. McCracken
The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity.A. Kirmani
V. Zeithaml
Advertising
Perceived Quality
and Brand Image. J. Lannon
Asking the Right Questions: What Do People Do with Advertising? B. Wansink
M.L. Ray
Expansion Advertising and Brand Equity. J.A. Edell
M.C. Moore
The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan
D. Chakravarti
Varieties of Brand Memory Induced by Advertising: Determinants
Measures
and Relationships. Part IV: Perspectives on Brand Equity.J. McQueen
C. Foley
J. Deighton
Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt
C. Leavitt
W.L. Schneier
Cognitive Strength of Established Brands: Memory
Attitudinal
and Structural Approaches. P.H. Farquhar
P.M. Herr
The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions.K. Nakamoto
D.J. MacInnis
H-S. Jung
Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush
Brands as Categories. E.M. Tauber
Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary.L. Winters
The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker
Are Brand Equity Investments Really Worthwhile? W.D. Wells
Brand Equities
Elephants and Birds: A Commentary.
A.L. Biel
Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands.S. Owen
The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore
Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka
Branding in Japan. Part II: The Brand Personality and Brand Equity.A.L. Biel
Converting Image Into Equity. R. Batra
D.R. Lehmann
D. Singh
The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers
Can Products and Brands Have Charisma? M. Blackston
Beyond Brand Personality: Building Brand Relationships. G. McCracken
The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity.A. Kirmani
V. Zeithaml
Advertising
Perceived Quality
and Brand Image. J. Lannon
Asking the Right Questions: What Do People Do with Advertising? B. Wansink
M.L. Ray
Expansion Advertising and Brand Equity. J.A. Edell
M.C. Moore
The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan
D. Chakravarti
Varieties of Brand Memory Induced by Advertising: Determinants
Measures
and Relationships. Part IV: Perspectives on Brand Equity.J. McQueen
C. Foley
J. Deighton
Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt
C. Leavitt
W.L. Schneier
Cognitive Strength of Established Brands: Memory
Attitudinal
and Structural Approaches. P.H. Farquhar
P.M. Herr
The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions.K. Nakamoto
D.J. MacInnis
H-S. Jung
Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush
Brands as Categories. E.M. Tauber
Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary.L. Winters
The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker
Are Brand Equity Investments Really Worthwhile? W.D. Wells
Brand Equities
Elephants and Birds: A Commentary.
Contents: Preface. D.A. Aaker
A.L. Biel
Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands.S. Owen
The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore
Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka
Branding in Japan. Part II: The Brand Personality and Brand Equity.A.L. Biel
Converting Image Into Equity. R. Batra
D.R. Lehmann
D. Singh
The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers
Can Products and Brands Have Charisma? M. Blackston
Beyond Brand Personality: Building Brand Relationships. G. McCracken
The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity.A. Kirmani
V. Zeithaml
Advertising
Perceived Quality
and Brand Image. J. Lannon
Asking the Right Questions: What Do People Do with Advertising? B. Wansink
M.L. Ray
Expansion Advertising and Brand Equity. J.A. Edell
M.C. Moore
The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan
D. Chakravarti
Varieties of Brand Memory Induced by Advertising: Determinants
Measures
and Relationships. Part IV: Perspectives on Brand Equity.J. McQueen
C. Foley
J. Deighton
Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt
C. Leavitt
W.L. Schneier
Cognitive Strength of Established Brands: Memory
Attitudinal
and Structural Approaches. P.H. Farquhar
P.M. Herr
The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions.K. Nakamoto
D.J. MacInnis
H-S. Jung
Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush
Brands as Categories. E.M. Tauber
Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary.L. Winters
The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker
Are Brand Equity Investments Really Worthwhile? W.D. Wells
Brand Equities
Elephants and Birds: A Commentary.
A.L. Biel
Brand Equity and Advertising: An Overview. Part I: A Global View on Building Brands.S. Owen
The Landor ImagePower Survey: A Global Assessment of Brand Strength. J. Moore
Building Brands Across Markets: Cultural Differences in Brand Relationships Within the European Community. H. Tanaka
Branding in Japan. Part II: The Brand Personality and Brand Equity.A.L. Biel
Converting Image Into Equity. R. Batra
D.R. Lehmann
D. Singh
The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences. N. Smothers
Can Products and Brands Have Charisma? M. Blackston
Beyond Brand Personality: Building Brand Relationships. G. McCracken
The Value of the Brand: An Anthropological Perspective. Part III: The Role of Advertising in Creating Brand Equity.A. Kirmani
V. Zeithaml
Advertising
Perceived Quality
and Brand Image. J. Lannon
Asking the Right Questions: What Do People Do with Advertising? B. Wansink
M.L. Ray
Expansion Advertising and Brand Equity. J.A. Edell
M.C. Moore
The Impact and Memorability of Ad-Induced Feelings: Implications for Brand Equity. H.S. Krishnan
D. Chakravarti
Varieties of Brand Memory Induced by Advertising: Determinants
Measures
and Relationships. Part IV: Perspectives on Brand Equity.J. McQueen
C. Foley
J. Deighton
Decomposing a Brand's Consumer Franchise into Buyer Types. C.P. Haugtvedt
C. Leavitt
W.L. Schneier
Cognitive Strength of Established Brands: Memory
Attitudinal
and Structural Approaches. P.H. Farquhar
P.M. Herr
The Dual Structure of Brand Associations. Part V: Perspectives on Brand Extensions.K. Nakamoto
D.J. MacInnis
H-S. Jung
Advertising Claims and Evidence as Bases for Brand Equity and Consumer Evaluations of Brand Extensions. D.M. Boush
Brands as Categories. E.M. Tauber
Fit and Leverage in Brand Extensions. Part VI: Case Studies and a Commentary.L. Winters
The Role of Corporate Advertising in Building a Brand: Chevron's Preconversion Campaign in Texas. D.A. Aaker
Are Brand Equity Investments Really Worthwhile? W.D. Wells
Brand Equities
Elephants and Birds: A Commentary.