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Brand Equity and Advertising: Advertising's Role in Building Strong Brands (Advertising & Consumer Psychology) (Paperback)

by David A. Aaker (Editor), Alexander Biel (Editor) "Brand equity, a concept born in the 1980s, has aroused intense interest among marketing managers and business strategies from a wide variety of industries ..." (more)

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Product details

Paperback: 432 pages
Publisher: Lawrence Erlbaum Associates Inc; illustrated edition edition (13 May 1993)
Language English
ISBN-10: 0805812849
ISBN-13: 978-0805812848
Product Dimensions: 23.1 x 15.2 x 2.4 cm
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Amazon.co.uk Sales Rank: 95,631 in Books (See Bestsellers in Books)

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Product Description

Product Description
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 academia 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 academic 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.

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