The challenges facing brand managers today /

This ebook derives from the 7th Global Brand Conference of The Academy of Marketing's Special Interest Group on Brand, Corporate Identity and Reputation, held at Oxford University in 2011. The authors explore the challenges brand management faces as customers increasingly demand multisensory an...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Guzmán, Francisco, Iglesias, Oriol
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Bradford] : Emerald Insight, 2012.
Colección:Journal of Product & Brand Management: Volume 21, Issue 6.
Temas:
New products > Management.
New products > Marketing.
Branding (Marketing)
Advertising > Brand name products.
Stratégie de marque.
Produits de marque > Publicité.
branding.
Advertising > Brand name products
New products > Management
New products > Marketing
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Cover; Contents; Editorial; Guest editorial; Sources of equity in fashion markets; Systematic review on B2B branding: research issues and avenues for future research; Brand mergers: examining consumers' responses to name and logo design; Private label brands: measuring equity across consumer segments; Consumer-based brand equity and top-of-mind awareness: a cross-country analysis; Consumer recall of brand versus product banner ads; The effects of lower prices on perceptions of brand quality: a choice task perspective.

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