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Brands and brand management : contemporary research perspectives

Author: Barbara Loken; Rohini Ahluwalia; Michael J Houston
Publisher: New York : Routledge, ©2010.
Series: Marketing and consumer psychology series.
Edition/Format:   Print book : EnglishView all editions and formats
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Additional Physical Format: Online version:
Brands and brand management.
New York : Routledge, ©2010
(OCoLC)749120991
Document Type: Book
All Authors / Contributors: Barbara Loken; Rohini Ahluwalia; Michael J Houston
ISBN: 9781841697598 1841697591
OCLC Number: 377831982
Description: xxviii, 311 pages, [4] pages of plates : illustrations (some color) ; 24 cm.
Contents: 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 [and others] --
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.
Series Title: Marketing and consumer psychology series.
Responsibility: [edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston.

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"This volume reflects the work of arguably the most talented collection of brand researchers at any top business school in the world, as well as contributions of other leading branding thought Read more...

 
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