Branding and advertising /:
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
[Copenhagen] : Herndon, VA :
Copenhagen Business School Press ; Distribution, North America, Copenhagen Business School Press Books International,
2003.
|
| Ausgabe: | 1st ed. |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Beschreibung: | 1 online resource (473 pages) : illustrations |
| Bibliographie: | Includes bibliographical references (pages 410-469). |
| ISBN: | 9788763099608 8763099608 |
Internformat
MARC
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| 245 | 0 | 0 | |a Branding and advertising / |c edited by Flemming Hansen & Lars Bech Christensen. |
| 250 | |a 1st ed. | ||
| 260 | |a [Copenhagen] : |b Copenhagen Business School Press ; |a Herndon, VA : |b Distribution, North America, Copenhagen Business School Press Books International, |c 2003. | ||
| 300 | |a 1 online resource (473 pages) : |b illustrations | ||
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| 588 | 0 | |a Print version record. | |
| 504 | |a Includes bibliographical references (pages 410-469). | ||
| 505 | 0 | |a Branding and Advertising -- Table of contents -- Introduction: Branding & Advertising -- 1 Advertising and Brand Equity -- The Nature of Brands -- Brand Positioning -- Summary -- 2 Brands are just like real people! -- Brand personality in theory -- Brand personality measurement -- Overview research project -- Results -- Discussion -- Appendix A -- SWOCC list of 102 personality items -- 3 Behavioural Finance-based advertising research in the mutual fund industry -- Advertising in the Mutual Fund Industry -- Risk-Return-Perceptions as Variables of Advertising Effects. | |
| 505 | 8 | |a Relevance of Private Investors' Judgmental Heuristics for Risk-Return Perceptions and Advertising Content -- Experimental Study -- Discussion -- Appendix -- 4 An Evaluation of Corporate Brand Character -- Background -- Corporate brands and credibility -- The study -- Conclusion and implications -- 5 Barriers to e-Commerce -- Literature Review -- The Research Agenda -- Method -- Results -- Discussion -- 6 Advertising research: a case study of Lithuanian breweries -- Background -- Purpose of research -- Methodology -- Findings -- Conclusions -- Appendix. | |
| 505 | 8 | |a 7 Advertising and the Prominence of the Corporate Brand -- The Role of the Corporate Brand in Corporate Image -- The Role of the Corporate Brand in Brand Portfolio Management -- Advertising Budget -- Degree of Fit between Products and Core Business -- Globalization -- Study -- Corporate Brand Prominence: Content Analysis -- Codebook -- Company Information: Desk Research and Interviews -- Results -- Corporate Brand Prominence in Advertising -- Determinants of Corporate Brand Prominence -- Other Results -- 8 Analyzing Effects of Advertising Using Conditional Logistic Regression -- Introduction. | |
| 505 | 8 | |a Logistic Regression -- Conditional Logistic Regression -- AdLab Results -- Conclusion -- 9 Modelling Purchases as a Function of Advertising and Promotion -- Introduction -- The data material -- The methodology -- Presentation of results -- Summary -- Appendix I -- Results from the STAS and logit model analyses -- 10 What do Art Directors think the Effects of Advertising are? -- Introduction -- Thinking, Knowledge and Doing -- Research methodology -- Findings -- Concluding remarks -- 11 Program Context Effects on Commercial Processing. | |
| 505 | 8 | |a Program Context Effects on Recall and Attention towards Television Commercials -- Psychological Responses and Advertising Processing -- Mediation of Variations in Commercial Placement -- Method -- Results -- Discussion -- 12 Sports advertising: a review of perimeter advertising effectiveness -- Methodology: Identification of relevant articles and analysis -- Image (and attitudinal) effects of perimeter advertising -- Discussion -- Limitations and future research -- 13 Advertising and the Image of Politicians -- The image -- Political image formation: A constructivist approach. | |
| 546 | |a English. | ||
| 650 | 0 | |a Advertising. |0 http://id.loc.gov/authorities/subjects/sh85001086 | |
| 650 | 0 | |a Brand name products. |0 http://id.loc.gov/authorities/subjects/sh85016403 | |
| 650 | 6 | |a Produits de marque. | |
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Datensatz im Suchindex
| DE-BY-FWS_katkey | ZDB-4-EBA-ocn774280262 |
|---|---|
| _version_ | 1816881783898112001 |
| adam_text | |
| any_adam_object | |
| author2 | Hansen, Flemming, Prof Christensen, Lars Bech |
| author2_role | edt edt |
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| author_GND | http://id.loc.gov/authorities/names/no2002089350 http://id.loc.gov/authorities/names/no2004030157 |
| author_facet | Hansen, Flemming, Prof Christensen, Lars Bech |
| building | Verbundindex |
| bvnumber | localFWS |
| callnumber-first | H - Social Science |
| callnumber-label | HF5821 |
| callnumber-raw | HF5821 .B73 2003eb |
| callnumber-search | HF5821 .B73 2003eb |
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| callnumber-subject | HF - Commerce |
| collection | ZDB-4-EBA |
| contents | Branding and Advertising -- Table of contents -- Introduction: Branding & Advertising -- 1 Advertising and Brand Equity -- The Nature of Brands -- Brand Positioning -- Summary -- 2 Brands are just like real people! -- Brand personality in theory -- Brand personality measurement -- Overview research project -- Results -- Discussion -- Appendix A -- SWOCC list of 102 personality items -- 3 Behavioural Finance-based advertising research in the mutual fund industry -- Advertising in the Mutual Fund Industry -- Risk-Return-Perceptions as Variables of Advertising Effects. Relevance of Private Investors' Judgmental Heuristics for Risk-Return Perceptions and Advertising Content -- Experimental Study -- Discussion -- Appendix -- 4 An Evaluation of Corporate Brand Character -- Background -- Corporate brands and credibility -- The study -- Conclusion and implications -- 5 Barriers to e-Commerce -- Literature Review -- The Research Agenda -- Method -- Results -- Discussion -- 6 Advertising research: a case study of Lithuanian breweries -- Background -- Purpose of research -- Methodology -- Findings -- Conclusions -- Appendix. 7 Advertising and the Prominence of the Corporate Brand -- The Role of the Corporate Brand in Corporate Image -- The Role of the Corporate Brand in Brand Portfolio Management -- Advertising Budget -- Degree of Fit between Products and Core Business -- Globalization -- Study -- Corporate Brand Prominence: Content Analysis -- Codebook -- Company Information: Desk Research and Interviews -- Results -- Corporate Brand Prominence in Advertising -- Determinants of Corporate Brand Prominence -- Other Results -- 8 Analyzing Effects of Advertising Using Conditional Logistic Regression -- Introduction. Logistic Regression -- Conditional Logistic Regression -- AdLab Results -- Conclusion -- 9 Modelling Purchases as a Function of Advertising and Promotion -- Introduction -- The data material -- The methodology -- Presentation of results -- Summary -- Appendix I -- Results from the STAS and logit model analyses -- 10 What do Art Directors think the Effects of Advertising are? -- Introduction -- Thinking, Knowledge and Doing -- Research methodology -- Findings -- Concluding remarks -- 11 Program Context Effects on Commercial Processing. Program Context Effects on Recall and Attention towards Television Commercials -- Psychological Responses and Advertising Processing -- Mediation of Variations in Commercial Placement -- Method -- Results -- Discussion -- 12 Sports advertising: a review of perimeter advertising effectiveness -- Methodology: Identification of relevant articles and analysis -- Image (and attitudinal) effects of perimeter advertising -- Discussion -- Limitations and future research -- 13 Advertising and the Image of Politicians -- The image -- Political image formation: A constructivist approach. |
| ctrlnum | (OCoLC)774280262 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1st ed. |
| format | Electronic eBook |
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| id | ZDB-4-EBA-ocn774280262 |
| illustrated | Illustrated |
| indexdate | 2024-11-27T13:18:13Z |
| institution | BVB |
| isbn | 9788763099608 8763099608 |
| language | English |
| oclc_num | 774280262 |
| open_access_boolean | |
| owner | MAIN DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-863 DE-BY-FWS |
| physical | 1 online resource (473 pages) : illustrations |
| psigel | ZDB-4-EBA |
| publishDate | 2003 |
| publishDateSearch | 2003 |
| publishDateSort | 2003 |
| publisher | Copenhagen Business School Press ; Distribution, North America, Copenhagen Business School Press Books International, |
| record_format | marc |
| spelling | Branding and advertising / edited by Flemming Hansen & Lars Bech Christensen. 1st ed. [Copenhagen] : Copenhagen Business School Press ; Herndon, VA : Distribution, North America, Copenhagen Business School Press Books International, 2003. 1 online resource (473 pages) : illustrations text txt rdacontent computer c rdamedia online resource cr rdacarrier data file Print version record. Includes bibliographical references (pages 410-469). Branding and Advertising -- Table of contents -- Introduction: Branding & Advertising -- 1 Advertising and Brand Equity -- The Nature of Brands -- Brand Positioning -- Summary -- 2 Brands are just like real people! -- Brand personality in theory -- Brand personality measurement -- Overview research project -- Results -- Discussion -- Appendix A -- SWOCC list of 102 personality items -- 3 Behavioural Finance-based advertising research in the mutual fund industry -- Advertising in the Mutual Fund Industry -- Risk-Return-Perceptions as Variables of Advertising Effects. Relevance of Private Investors' Judgmental Heuristics for Risk-Return Perceptions and Advertising Content -- Experimental Study -- Discussion -- Appendix -- 4 An Evaluation of Corporate Brand Character -- Background -- Corporate brands and credibility -- The study -- Conclusion and implications -- 5 Barriers to e-Commerce -- Literature Review -- The Research Agenda -- Method -- Results -- Discussion -- 6 Advertising research: a case study of Lithuanian breweries -- Background -- Purpose of research -- Methodology -- Findings -- Conclusions -- Appendix. 7 Advertising and the Prominence of the Corporate Brand -- The Role of the Corporate Brand in Corporate Image -- The Role of the Corporate Brand in Brand Portfolio Management -- Advertising Budget -- Degree of Fit between Products and Core Business -- Globalization -- Study -- Corporate Brand Prominence: Content Analysis -- Codebook -- Company Information: Desk Research and Interviews -- Results -- Corporate Brand Prominence in Advertising -- Determinants of Corporate Brand Prominence -- Other Results -- 8 Analyzing Effects of Advertising Using Conditional Logistic Regression -- Introduction. Logistic Regression -- Conditional Logistic Regression -- AdLab Results -- Conclusion -- 9 Modelling Purchases as a Function of Advertising and Promotion -- Introduction -- The data material -- The methodology -- Presentation of results -- Summary -- Appendix I -- Results from the STAS and logit model analyses -- 10 What do Art Directors think the Effects of Advertising are? -- Introduction -- Thinking, Knowledge and Doing -- Research methodology -- Findings -- Concluding remarks -- 11 Program Context Effects on Commercial Processing. Program Context Effects on Recall and Attention towards Television Commercials -- Psychological Responses and Advertising Processing -- Mediation of Variations in Commercial Placement -- Method -- Results -- Discussion -- 12 Sports advertising: a review of perimeter advertising effectiveness -- Methodology: Identification of relevant articles and analysis -- Image (and attitudinal) effects of perimeter advertising -- Discussion -- Limitations and future research -- 13 Advertising and the Image of Politicians -- The image -- Political image formation: A constructivist approach. English. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Produits de marque. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Brand name products fast Hansen, Flemming, Prof., editor. https://id.oclc.org/worldcat/entity/E39PCjyTCGpbpW6MM9pMQX8f4q http://id.loc.gov/authorities/names/no2002089350 Christensen, Lars Bech, editor. http://id.loc.gov/authorities/names/no2004030157 has work: Branding and advertising (Text) https://id.oclc.org/worldcat/entity/E39PCGgTb6Txjb9kMCYDT79WCP https://id.oclc.org/worldcat/ontology/hasWork Paperback 9788763001182 FWS01 ZDB-4-EBA FWS_PDA_EBA https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=526890 Volltext |
| spellingShingle | Branding and advertising / Branding and Advertising -- Table of contents -- Introduction: Branding & Advertising -- 1 Advertising and Brand Equity -- The Nature of Brands -- Brand Positioning -- Summary -- 2 Brands are just like real people! -- Brand personality in theory -- Brand personality measurement -- Overview research project -- Results -- Discussion -- Appendix A -- SWOCC list of 102 personality items -- 3 Behavioural Finance-based advertising research in the mutual fund industry -- Advertising in the Mutual Fund Industry -- Risk-Return-Perceptions as Variables of Advertising Effects. Relevance of Private Investors' Judgmental Heuristics for Risk-Return Perceptions and Advertising Content -- Experimental Study -- Discussion -- Appendix -- 4 An Evaluation of Corporate Brand Character -- Background -- Corporate brands and credibility -- The study -- Conclusion and implications -- 5 Barriers to e-Commerce -- Literature Review -- The Research Agenda -- Method -- Results -- Discussion -- 6 Advertising research: a case study of Lithuanian breweries -- Background -- Purpose of research -- Methodology -- Findings -- Conclusions -- Appendix. 7 Advertising and the Prominence of the Corporate Brand -- The Role of the Corporate Brand in Corporate Image -- The Role of the Corporate Brand in Brand Portfolio Management -- Advertising Budget -- Degree of Fit between Products and Core Business -- Globalization -- Study -- Corporate Brand Prominence: Content Analysis -- Codebook -- Company Information: Desk Research and Interviews -- Results -- Corporate Brand Prominence in Advertising -- Determinants of Corporate Brand Prominence -- Other Results -- 8 Analyzing Effects of Advertising Using Conditional Logistic Regression -- Introduction. Logistic Regression -- Conditional Logistic Regression -- AdLab Results -- Conclusion -- 9 Modelling Purchases as a Function of Advertising and Promotion -- Introduction -- The data material -- The methodology -- Presentation of results -- Summary -- Appendix I -- Results from the STAS and logit model analyses -- 10 What do Art Directors think the Effects of Advertising are? -- Introduction -- Thinking, Knowledge and Doing -- Research methodology -- Findings -- Concluding remarks -- 11 Program Context Effects on Commercial Processing. Program Context Effects on Recall and Attention towards Television Commercials -- Psychological Responses and Advertising Processing -- Mediation of Variations in Commercial Placement -- Method -- Results -- Discussion -- 12 Sports advertising: a review of perimeter advertising effectiveness -- Methodology: Identification of relevant articles and analysis -- Image (and attitudinal) effects of perimeter advertising -- Discussion -- Limitations and future research -- 13 Advertising and the Image of Politicians -- The image -- Political image formation: A constructivist approach. Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Produits de marque. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Brand name products fast |
| subject_GND | http://id.loc.gov/authorities/subjects/sh85001086 http://id.loc.gov/authorities/subjects/sh85016403 |
| title | Branding and advertising / |
| title_auth | Branding and advertising / |
| title_exact_search | Branding and advertising / |
| title_full | Branding and advertising / edited by Flemming Hansen & Lars Bech Christensen. |
| title_fullStr | Branding and advertising / edited by Flemming Hansen & Lars Bech Christensen. |
| title_full_unstemmed | Branding and advertising / edited by Flemming Hansen & Lars Bech Christensen. |
| title_short | Branding and advertising / |
| title_sort | branding and advertising |
| topic | Advertising. http://id.loc.gov/authorities/subjects/sh85001086 Brand name products. http://id.loc.gov/authorities/subjects/sh85016403 Produits de marque. BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Advertising fast Brand name products fast |
| topic_facet | Advertising. Brand name products. Produits de marque. BUSINESS & ECONOMICS Advertising & Promotion. Advertising Brand name products |
| url | https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=526890 |
| work_keys_str_mv | AT hansenflemming brandingandadvertising AT christensenlarsbech brandingandadvertising |