Brand Equity & Advertising - Advertising's Role in Building Strong Brands (Hardcover)

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

General

Imprint:	Psychology Press
Country of origin:	United Kingdom
Release date:	August 2016
First published:	1993
Authors:	David A. Aaker • Alexander L. Biel
Editors:	Alexander Biel
Dimensions:	229 x 152mm (L x W)
Format:	Hardcover - Cloth over boards
Pages:	390
ISBN-13:	978-1-138-15052-2
Categories:	Books > Humanities > General Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Social sciences > Psychology > Social, group or collective psychology Books > Social sciences > Psychology > Occupational & industrial psychology Books > Social sciences > Psychology > The self, ego, identity, personality Books > Social sciences > Psychology > Philosophy & theory of psychology > General Promotions
LSN:	1-138-15052-5
Barcode:	9781138150522

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