Brands and Brand Management: Contemporary Research Perspectives

Contributor(s):

Material type: Text

TextPublication details: Psychology Press 2015 New YorkDescription: 311pISBN:

9781138882706

Subject(s):

Brand Management

DDC classification:

658.827 BRA

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.827 BRA (Browse shelf(Opens below))	Available		M0033863

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Previous	658.827 BRA Case Studies on Brand Management: Vol. - 1	658.827 BRA The Brand Challenge: Adapting Branding to Sectorial Imperatives	658.827 BRA Brands with a Conscience: How to Build a Successful and Responsible Brand	658.827 BRA Brands and Brand Management: Contemporary Research Perspectives	658.827 BRE Cyberbranding: Brand Building in the Digital Economy	658.827 BRI Participation Marketing: Unleashing Employees to Participate and become Brand Storytellers	658.827 BRU Brand Enigma: Decoding the Secrets of Your Brand	Next

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

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