Brands and Brand Management: Contemporary Research Perspectives (Record no. 110263)
[ view plain ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02031nam a2200181 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180102b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781138882706 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.827 |
| Item number | BRA |
| 245 ## - TITLE STATEMENT | |
| Title | Brands and Brand Management: Contemporary Research Perspectives |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc | Psychology Press |
| Date of publication, distribution, etc | 2015 |
| Place of publication, distribution, etc | New York |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 311p |
| 500 ## - GENERAL NOTE | |
| General note | Sect. I Overview<br/>1. On the Science of Branding: An Introduction / Barbara Loken / Rohini Ahluwalia / Michael J. Houston<br/>Sect. II Managing and Leveraging Brands<br/>2. Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research / Michael J. Houston / Christopher Joiner / Barbara Loken<br/>3. Brand Alliances / Akshay Rao<br/>4. Traveling the Paths to Brand Loyalty / Rohini Ahluwalia / Andrew M. Kaikati<br/>5. Branding and Corporate Social Responsibility (CSR) / Zeynep Gurhan-Canli / Anne Fries<br/>Sect. III Cultural, Sociological, and Global Branding Perspectives<br/>6. Cultural Symbolism of Brands / Hean Tat Keh / Chi-Yue Chiu / Carlos J. Torelli<br/>7. Toward a Sociological Model of Brands / Thomas C. O'Guinn / Albert M. Muniz, Jr.<br/>Sect. IV New Directions in Measurement of Brand Equity<br/>Contents note continued: 8.Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE)-Based Brand Equity / C. Whan Park / Xavier Dreze / Jonathan Lee / Deborah J. Maclnnis<br/>9. Revisiting the Customer Value Proposition: The Power of Brand Emotion / Baba Shiv / Antoine Bechara<br/>10. Utility-Based Models of Brand Equity / Tulin Erdem / Joffre Smait<br/>Sect. V Protecting Brands<br/>11. When Do Bad Things Happen to Good Brands? Understanding Internal and External Sources of Brand Dilution / Barbara Loken / Deborah Roedder John<br/>12. Brands and Trademarks: The Legal Implications of Branding / Stephen R. Baird |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME | |
| Personal name | Brand Management |
| 9 (RLIN) | 7034 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Loken, Barbara |
| Relator term | Editor |
| 9 (RLIN) | 24142 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Ahluwalia, Rohini |
| Relator term | Editor |
| 9 (RLIN) | 24143 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Houston, Michael |
| Relator term | Editor |
| 9 (RLIN) | 24144 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Item type | Book |
| Call number prefix | 658.827 |
| Call number suffix | BRA |
No items available.