Brands and brand management : contemporary research perspectives / [edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston.

Includes bibliographical references and indexes.

On the science of branding: an introduction / Barbara Loken, Rohini Ahluwalia, and Michael J. Houston -- Leveraging a brand through brand extension: a review of two decades of research / Barbara Loken, Christopher Joiner, and Michael J. Houston -- Brand alliances / Akshay Rao -- Traveling the paths to brand loyalty / Rohini Ahluwalia and Andrew M. Kaikati -- Branding and corporate social responsibility (CSR) / Zeynep Gürhan-Canli and Anne Fries -- Cultural symbolism of brands / Carlos J. Torelli, Hean Tat Keh, and Chi-Yue Chiu -- Toward a sociological model of brands / Thomas C. O'Guinn and Albert M. Muniz, Jr. -- Measuring brand equity: the marketing surplus and efficiency (MARKSURE)-based brand equity / C. Whan Park ... [and others] -- Revisiting the customer value proposition: the power of brand emotion / Baba Shiv and Antoine Bechara -- Utility-based models of brand equity / Tülin Erdem and Joffre Swait -- When do bad things happen to good brands? Understanding internal and external sources of brand dilution / Barbara Loken and Deborah Roedder John -- Brands and trademarks: the legal implications of branding / Stephen R. Baird.