Brands and Brand Management: Contemporary Research Perspectives

Sect. I Overview
1. On the Science of Branding: An Introduction / Barbara Loken / Rohini Ahluwalia / Michael J. Houston
Sect. II Managing and Leveraging Brands
2. Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research / Michael J. Houston / Christopher Joiner / Barbara Loken
3. Brand Alliances / Akshay Rao
4. Traveling the Paths to Brand Loyalty / Rohini Ahluwalia / Andrew M. Kaikati
5. Branding and Corporate Social Responsibility (CSR) / Zeynep Gurhan-Canli / Anne Fries
Sect. III Cultural, Sociological, and Global Branding Perspectives
6. Cultural Symbolism of Brands / Hean Tat Keh / Chi-Yue Chiu / Carlos J. Torelli
7. Toward a Sociological Model of Brands / Thomas C. O'Guinn / Albert M. Muniz, Jr.
Sect. IV New Directions in Measurement of Brand Equity
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
9. Revisiting the Customer Value Proposition: The Power of Brand Emotion / Baba Shiv / Antoine Bechara
10. Utility-Based Models of Brand Equity / Tulin Erdem / Joffre Smait
Sect. V Protecting Brands
11. When Do Bad Things Happen to Good Brands? Understanding Internal and External Sources of Brand Dilution / Barbara Loken / Deborah Roedder John
12. Brands and Trademarks: The Legal Implications of Branding / Stephen R. Baird