advanced branding research perspectives
Brand Alliances
Brand Associations
Brand Dilution
Brand Equity
brand equity measurement
Brand Extension Evaluations
brand extension strategies
Brand Extensions
Brand Meaning
Category=JMH
Category=JMJ
Category=KJS
Choice Set Formation
Consumer Based Brand Equity
consumer behavior analysis
Consumer Brand Connections
corporate social responsibility marketing
CSR
CSR Activity
Customer Based Brand Equity
Customer Based Brand Equity Measurement
customer value proposition
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
Iconic Brands
Latent Class Choice Model
Marketing Efficiency
Marketing Surplus
Measuring Brand Equity
Parent Brand
Product Harm Crises
Self-brand Connections
sociological branding models
Trademark Dilution
Uncertainty Avoidance
Product details
- ISBN 9781138882706
- Weight: 640g
- Dimensions: 152 x 229mm
- Publication Date: 28 Aug 2015
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Paperback
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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.
Barbara Loken is Professor of Marketing at the Carlson School, University of Minnesota. She is a recognized expert in the fields of branding and consumer psychology. She received her Ph.D. in social psychology at the University of Illinois and is currently both a professor in the marketing department and an adjunct professor in the psychology department at the University of Minnesota. She has published extensively on branding topics in leading marketing and consumer psychology journals. She has served as associate editor for the premiere consumer marketing journal, Journal of Consumer Research, has served on the editorial boards of leading consumer marketing journals, and has received national media attention for her research.
Rohini Ahluwalia is Professor of Marketing at the Carlson School of Management, University of Minnesota. She is well-known for her persuasion-based research in branding and advertising. Her work has been published in leading scholarly journals and reported in several national and international media outlets such as National Public Radio, New York Times, and CBS News. She serves as an Associate Editor for the Journal of Consumer Research, and has been named to the Editorial Review Boards of several other leading marketing journals. She received her Ph.D. from the Ohio State University.
Michael J. Houston is Ecolab-Pierson M. Grieve Chair in International Marketing at the Carlson School of Management, University of Minnesota. He received his Ph.D. at the University of Illinois. He is a former editor of the Journal of Marketing Research and has served on the editorial boards of other leading marketing journals. He has published extensively in the area of consumer behavior. His current research focuses on cultural effects on consumer behavior, especially in the area of branding.
