Screen LibraryBrands and brand management：contemporary research perspectives
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| Group Author: | ; ; |
|---|---|
| Published: |
Routledge,
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| Publisher Address: | New York |
| Publication Dates: | c2010. |
| Literature type: | Book |
| Language: | English |
| Series: |
Marketing and consumer psychology series |
| Subjects: | |
| Carrier Form: | xxviii, 311 p., [4] p. of plates: ill. (some col.) ; 24 cm. |
| ISBN: |
9781841697598 (hardcover : alk. paper) 1841697591 (hardcover : alk. paper) |
| Index Number: | F760 |
| CLC: | F760.5 |
| Call Number: | F760.5/B819-3 |
| Contents: |
Includes bibliographical references and indexes. On the science of branding: an introduction / Barbara Loken, Rohini Ahluwalia, and Michael J. Houston -- Leveraging a brand through brand extension: a review of two decades of research / Barbara Loken, Christopher Joiner, and Michael J. Houston -- Brand alliances / Akshay Rao -- Traveling the paths to brand loyalty / Rohini Ahluwalia and Andrew M. Kaikati -- Branding and corporate social responsibility (CSR) / Zeynep Gürhan-Canli and Anne Fries -- Cultural symbolism of brands / Carlos J. Torelli, Hean Tat Keh, and Chi-Yue Chiu -- Toward a sociological model of brands / Thomas C. O'Guinn and Albert M. Muniz, Jr. -- Measuring brand equity: the marketing surplus and efficiency (MARKSURE)-based brand equity / C. Whan Park ... [et al.] -- Revisiting the customer value proposition: the power of brand emotion / Baba Shiv and Antoine Bechara -- Utility-based models of brand equity / Tülin Erdem and Joffre Swait -- When do bad things happen to good brands? Understanding internal and external sources of brand dilution / Barbara Loken and Deborah Roedder John -- Brands and trademarks: the legal implications of branding / Stephen R. Baird. |