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

by David A. Aaker, Alexander L. Biel, Alexander L Biel

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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...

Format:Paperback

Language:English

ISBN:0805812849

ISBN13:9780805812848

Release Date:April 1993

Publisher:Psychology Press

Length:390 Pages

Weight:1.40 lbs.

Dimensions:0.9" x 6.0" x 9.1"

Related Subjects

Accounting Accounting & Finance Advertising Business Business & Finance Business & Investing Consumer Behavior Health, Fitness & Dieting Health, Fitness & Dieting Management & Leadership

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

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