Publisher description
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 academia 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 academic 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. The tenth annual Advertising and Consumer Psychology Conference held in San
Francisco focused on branding. 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.
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Brand Equity & Advertising: Advertising's Role in Building Strong Brands
Book reviews » Brand Equity & Advertising: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology)
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