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

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

Book Overview

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"