Brands and brand management : contemporary research perspectives
著者
書誌事項
Brands and brand management : contemporary research perspectives
(Marketing and consumer psychology series / Curtis P. Haugtvedt, series editor)
Routledge, Taylor & Francis Group, c2010
- : hardcover
大学図書館所蔵 全17件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
目次
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.
「Nielsen BookData」 より