Coverart for item
The Resource Brands and brand management : contemporary research perspectives, [edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston

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

Label
Brands and brand management : contemporary research perspectives
Title
Brands and brand management
Title remainder
contemporary research perspectives
Statement of responsibility
[edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston
Contributor
Subject
Language
eng
Member of
Cataloging source
DLC
Dewey number
658.8/27
Illustrations
  • illustrations
  • plates
Index
index present
LC call number
HF5415.1255
LC item number
.B73 2010
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1966-
http://library.link/vocab/relatedWorkOrContributorName
  • Loken, Barbara
  • Ahluwalia, Rohini
  • Houston, Michael J
Series statement
Marketing and consumer psychology series
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Brand name products
  • Marketing
  • Merknamen
  • Merkartikelen
  • Merken (commercie)
Label
Brands and brand management : contemporary research perspectives, [edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston
Instantiates
Publication
Bibliography note
Includes bibliographical references and indexes
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
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
Control code
377831982
Dimensions
24 cm
Extent
xxviii, 311 pages, 4 unnumbered pages of plates
Isbn
9781841697598
Isbn Type
(hardcover : alk. paper)
Lccn
2009040020
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations (some color)
System control number
(OCoLC)377831982
Label
Brands and brand management : contemporary research perspectives, [edited by] Barbara Loken, Rohini Ahluwalia, and Michael J. Houston
Publication
Bibliography note
Includes bibliographical references and indexes
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
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
Control code
377831982
Dimensions
24 cm
Extent
xxviii, 311 pages, 4 unnumbered pages of plates
Isbn
9781841697598
Isbn Type
(hardcover : alk. paper)
Lccn
2009040020
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations (some color)
System control number
(OCoLC)377831982

Library Locations

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      38.944491 -92.326012
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