Brands and brand management : contemporary research perspectives / [edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston.
نوع المادة : نصالسلاسل:Marketing and consumer psychology seriesالناشر:New York : Routledge, [2010]تاريخ حقوق النشر: copyright 2010وصف:xxviii, 311 pages, [4] pages of plates : illustrations (some color) ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 9781841697598 (hbk)
- 1841697591 (hbk)
- HF5415.1255 B73 2010
نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
---|---|---|---|---|---|---|---|
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.1255 B73 2010 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30010011313628 | ||
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.1255 B73 2010 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30010011313629 |
Browsing UAE Federation Library | مكتبة اتحاد الإمارات shelves, Shelving location: General Collection | المجموعات العامة إغلاق مستعرض الرف(يخفي مستعرض الرف)
HF5415.1255 .B34 2019 Myths of branding : a brand is just a logo, and other popular misconceptions / | HF5415.1255 B72 2012 Branding and sustainable competitive advantage : building virtual presence / | HF5415.1255 B73 2010 Brands and brand management : contemporary research perspectives / | HF5415.1255 B73 2010 Brands and brand management : contemporary research perspectives / | HF5415.1255 .B749 2018 Participation marketing : unleashing employees to participate and become brand storytellers / | HF5415.1255 .B749 2018 Participation marketing : unleashing employees to participate and become brand storytellers / | HF5415.1255 .B84 2012 Customers first : dominate your market by winning them over where it counts the most / |
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.