Pub. Date:
Taylor & Francis
Brands and Brand Management: Contemporary Research Perspectives / Edition 1

Brands and Brand Management: Contemporary Research Perspectives / Edition 1


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Product Details

ISBN-13: 9781841697598
Publisher: Taylor & Francis
Publication date: 12/08/2009
Series: Marketing and Consumer Psychology Series
Pages: 340
Product dimensions: 6.20(w) x 9.10(h) x 0.90(d)

About the Author

Barbara Loken is Professor of Marketing at the Carlson School, University of Minnesota. She is a recognized expert in the fields of branding and consumer psychology. She received her Ph.D. in social psychology at the University of Illinois and is currently both a professor in the marketing department and an adjunct professor in the psychology department at the University of Minnesota. She has published extensively on branding topics in leading marketing and consumer psychology journals. She has served as associate editor for the premiere consumer marketing journal, Journal of Consumer Research, has served on the editorial boards of leading consumer marketing journals, and has received national media attention for her research.

Rohini Ahluwalia is Professor of Marketing at the Carlson School of Management, University of Minnesota. She is well-known for her persuasion-based research in branding and advertising. Her work has been published in leading scholarly journals and reported in several national and international media outlets such as National Public Radio, New York Times, and CBS News. She serves as an Associate Editor for the Journal of Consumer Research, and has been named to the Editorial Review Boards of several other leading marketing journals. She received her Ph.D. from the Ohio State University.

Michael J. Houston is Ecolab-Pierson M. Grieve Chair in International Marketing at the Carlson School of Management, University of Minnesota. He received his Ph.D. at the University of Illinois. He is a former editor of the Journal of Marketing Research and has served on the editorial boards of other leading marketing journals. He has published extensively in the area of consumer behavior. His current research focuses on cultural effects on consumer behavior, especially in the area of branding.

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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