BRAND EQUITY AND ADVERTISING by David A. Aaker, Alexander L. Biel, David A. Aaker (Editor) ( 9780805812848 )

Item Details

Title:

BRAND EQUITY AND ADVERTISING
ADVERTISING'S ROLE IN BUILDING STRONG BRANDS

By:

David A. Aaker, Alexander L. Biel, David A. Aaker (Editor)

Format:

Paperback

List price:

£89.99

Our price:

£80.99

Discount:

10% off

You save:

£9.00

ISBN 10:

0805812849

ISBN 13:

9780805812848

Availability:

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Stock:

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Publisher:

TAYLOR & FRANCIS INC

Pub. date:

13 May, 1993

Pages:

390

Description:

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding. 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.

Synopsis:

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.

Publication:

Imprint:

Lawrence Erlbaum Associates Inc

Returns:

Returnable

Some other items by this author:

ADVERTISING MANAGEMENT (HB)

BRAND EQUITY & ADVERTISING