Brands and brand management: 2 Measuring and managing brands
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2009
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Critical perspectives on business and management
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | XI, 417 S. Ill., graph. Darst. |
| ISBN: | 9780415433266 0415433266 |
Internformat
MARC
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| 245 | 1 | 0 | |a Brands and brand management |n 2 |p Measuring and managing brands |c ed. by Richard Elliott |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London [u.a.] |b Routledge |c 2009 | |
| 300 | |a XI, 417 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Critical perspectives on business and management | |
| 500 | |a Literaturangaben | ||
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Datensatz im Suchindex
| _version_ | 1804138001513578496 |
|---|---|
| adam_text | CONTENTS
Acknowledgements
ix
Introduction
1
28
Marketing
universais:
consumers use of brand name, price,
physical appearance, and retailer reputation as signals of
product quality
5
NIRAJ
DAWAR
AND PHILIP PARKER
29
Conceptualizing, measuring, and managing customer-based
brand equity
36
KEVIN LANE KELLER
30
Understanding, measuring, and using brand equity
77
PAUL DYSON, ANDY FARR AND NIGEL S. HOLLIS
31
Does your brand have the energy to compete?
97
ANDY FARR
32
Why brands grow
106
ALLAN L. BALDINGER, EDWARD BLAIR AND
RAJ ECHAMBADI
33
Brand growth: the past, the present
118
JOSH MCQUEEN, ALICE K. SYLVESTER AND SCOTT D. MOORE
34
Are all consumers equal? Segmentation: the statute
of limitations
125
MARK STOCKDALE
35
Strategic brand concept-image management
136
C. WHAN PARK, BERNARD J. JAWORSKI AND
DEBORAH J. MACINNIS
CONTENTS
36
Strategies for leveraging master brands: how to bypass
the risks of direct extensions
156
PETER H. FARQUHAR, JULIA
У.
HAN, PAUL M.
HERR
AND YUJI 1JIRI
37
Consumer evaluations of brand extensions
175
DAVID A. AAKER AND KEVIN LANE KELLER
38
Acceptance of brand extensions: interactive influences of
product category similarity, typicality of claimed benefits,
and brand relationship quality
203
JONG-WON PARK, KYEONG-HEUI
КШ
AND JUNGKEUN KIM
39
How to market to women by humanising your brand
224
ANDREA LEARNED
40
The effects of brand name suggestiveness on advertising recall
231
KEVIN
LANI·
KELLER, SUSAN E. HECKLER AND
MICHAEL J. HOUSTON
41
Meaningful brands from meaningless differentiation:
the dependence on irrelevant attributes
251
GREGORY S. CARPENTER, RASHI GLAZER AND
KENT NAKAMOTO
42
Differentiation or salience
277
ANDREW
EHRENBERG,
NEIL BARNARD AND JOHN SCRIVEN
43
Brand salience versus brand image: two theories of
advertising effectiveness
290
STEPHEN MILLER AND
LISETTE
BERRY
44
Brand advertising as creative publicity
301
ANDREW
EHRENBERG. NEIL
BARNARD, RACHEL
KENNEDY AND HELEN BLOOM
45
Brand attributes
-
distribution outlets in the mind
323
JENNI ROMANIUK
46
Strong brand, high spend: tracking relationships between
the marketing mix and brand values
347
ALEXANDER
L. BIEL
47
Designing loyalty-building programs for packaged
goods brands
359
MICHELLE L. ROEHM. ELLEN BOLMAN PULLINS AND
HARPER A. ROEHM. JR.
VI
CONTENTS
48
Do customer loyalty programs really work?
387
GRAHAME R.
DOWLING AND MARK UNCLES
49
Building bonds with packaged-goods customers
406
JON MILLER
50
Measuring corporate social responsibility
411
ANTONIO MARQUEZ
AND CHARLES J. IOMBRUN
VII
|
| adam_txt |
CONTENTS
Acknowledgements
ix
Introduction
1
28
Marketing
universais:
consumers' use of brand name, price,
physical appearance, and retailer reputation as signals of
product quality
5
NIRAJ
DAWAR
AND PHILIP PARKER
29
Conceptualizing, measuring, and managing customer-based
brand equity
36
KEVIN LANE KELLER
30
Understanding, measuring, and using brand equity
77
PAUL DYSON, ANDY FARR AND NIGEL S. HOLLIS
31
Does your brand have the energy to compete?
97
ANDY FARR
32
Why brands grow
106
ALLAN L. BALDINGER, EDWARD BLAIR AND
RAJ ECHAMBADI
33
Brand growth: the past, the present
118
JOSH MCQUEEN, ALICE K. SYLVESTER AND SCOTT D. MOORE
34
Are all consumers equal? Segmentation: the statute
of limitations
125
MARK STOCKDALE
35
Strategic brand concept-image management
136
C. WHAN PARK, BERNARD J. JAWORSKI AND
DEBORAH J. MACINNIS
CONTENTS
36
Strategies for leveraging master brands: how to bypass
the risks of direct extensions
156
PETER H. FARQUHAR, JULIA
У.
HAN, PAUL M.
HERR
AND YUJI 1JIRI
37
Consumer evaluations of brand extensions
175
DAVID A. AAKER AND KEVIN LANE KELLER
38
Acceptance of brand extensions: interactive influences of
product category similarity, typicality of claimed benefits,
and brand relationship quality
203
JONG-WON PARK, KYEONG-HEUI
КШ
AND JUNGKEUN KIM
39
How to market to women by humanising your brand
224
ANDREA LEARNED
40
The effects of brand name suggestiveness on advertising recall
231
KEVIN
LANI·
KELLER, SUSAN E. HECKLER AND
MICHAEL J. HOUSTON
41
Meaningful brands from meaningless differentiation:
the dependence on irrelevant attributes
251
GREGORY S. CARPENTER, RASHI GLAZER AND
KENT NAKAMOTO
42
Differentiation or salience
277
ANDREW
EHRENBERG,
NEIL BARNARD AND JOHN SCRIVEN
43
Brand salience versus brand image: two theories of
advertising effectiveness
290
STEPHEN MILLER AND
LISETTE
BERRY
44
Brand advertising as creative publicity
301
ANDREW
EHRENBERG. NEIL
BARNARD, RACHEL
KENNEDY AND HELEN BLOOM
45
Brand attributes
-
'distribution outlets' in the mind
323
JENNI ROMANIUK
46
Strong brand, high spend: tracking relationships between
the marketing mix and brand values
347
ALEXANDER
L. BIEL
47
Designing loyalty-building programs for packaged
goods brands
359
MICHELLE L. ROEHM. ELLEN BOLMAN PULLINS AND
HARPER A. ROEHM. JR.
VI
CONTENTS
48
Do customer loyalty programs really work?
387
GRAHAME R.
DOWLING AND MARK UNCLES
49
Building bonds with packaged-goods customers
406
JON MILLER
50
Measuring corporate social responsibility
411
ANTONIO MARQUEZ
AND CHARLES J. IOMBRUN
VII |
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| index_date | 2024-07-02T21:59:30Z |
| indexdate | 2024-07-09T21:21:15Z |
| institution | BVB |
| isbn | 9780415433266 0415433266 |
| language | English |
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| physical | XI, 417 S. Ill., graph. Darst. |
| publishDate | 2009 |
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| publisher | Routledge |
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| series2 | Critical perspectives on business and management |
| spelling | Brands and brand management 2 Measuring and managing brands ed. by Richard Elliott 1. publ. London [u.a.] Routledge 2009 XI, 417 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Critical perspectives on business and management Literaturangaben Elliott, Richard 1948- Sonstige (DE-588)14397064X oth (DE-604)BV035058175 2 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016726958&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Brands and brand management |
| title | Brands and brand management |
| title_auth | Brands and brand management |
| title_exact_search | Brands and brand management |
| title_exact_search_txtP | Brands and brand management |
| title_full | Brands and brand management 2 Measuring and managing brands ed. by Richard Elliott |
| title_fullStr | Brands and brand management 2 Measuring and managing brands ed. by Richard Elliott |
| title_full_unstemmed | Brands and brand management 2 Measuring and managing brands ed. by Richard Elliott |
| title_short | Brands and brand management |
| title_sort | brands and brand management measuring and managing brands |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016726958&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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