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

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

by David A. Aaker, Alexander L. Biel
     
 

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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… See more details below

Overview

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.

Product Details

ISBN-13:
9781317759829
Publisher:
Taylor & Francis
Publication date:
10/31/2013
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
432
File size:
4 MB

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