Brand Equity & Advertising

Advertising's Role in Building Strong Brands

Business & Finance, Marketing & Sales, Consumer Behaviour
Cover of the book Brand Equity & Advertising by David A. Aaker, Alexander L. Biel, Taylor and Francis
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Author: David A. Aaker, Alexander L. Biel ISBN: 9781317759829
Publisher: Taylor and Francis Publication: October 31, 2013
Imprint: Psychology Press Language: English
Author: David A. Aaker, Alexander L. Biel
ISBN: 9781317759829
Publisher: Taylor and Francis
Publication: October 31, 2013
Imprint: Psychology Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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