000			02031nam a2200181 4500
008			180102b xxu||||| |||| 00| 0 eng d
020			_a9781138882706
082			_a658.827 _bBRA
245			_aBrands and Brand Management: Contemporary Research Perspectives
260			_bPsychology Press _c2015 _aNew York
300			_a311p
500			_aSect. 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
600			_aBrand Management _97034
700			_aLoken, Barbara _eEditor _924142
700			_aAhluwalia, Rohini _eEditor _924143
700			_aHouston, Michael _eEditor _924144
942			_2ddc _cLB _k658.827 _mBRA
999			_c110263 _d110263