Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
612-822-4611

  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Brand Equity & Advertising: Advertising's Role in Building Strong Brands

Brand Equity & Advertising: Advertising's Role in Building Strong Brands

Aaker, David A.
Biel, Alexander

Paperback

Series: Advertising and Consumer Psychology

AccountingInvesting & FinanceGeneral Psychology

ISBN10: 0805812849
ISBN13: 9780805812848
Publisher: Psychology Press
Published: Apr 1 1993
Pages: 390
Weight: 1.40
Height: 0.94 Width: 6.00 Depth: 9.08
Language: English

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.

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