BRAND EQUITY & ADVERTISING by David A. Aaker, Alexander L. Biel, David A. Aaker (Editor) ( 9781138150522 )

Item Details

Title:

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

By:

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

Format:

Hardback

List price:

£175.00

Our price:

£169.75

Discount:

3% off

You save:

£5.25

ISBN 10:

1138150525

ISBN 13:

9781138150522

Availability:

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Stock:

Currently 0 available

Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

17 August, 2016

Pages:

390

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:

Routledge

Returns:

Returnable

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ADVERTISING MANAGEMENT (HB)

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