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|a UAMI
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| 245 |
0 |
0 |
|a Branding and advertising /
|c edited by Flemming Hansen & Lars Bech Christensen.
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| 250 |
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|a 1st ed.
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| 260 |
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|a [Copenhagen] :
|b Copenhagen Business School Press ;
|a Herndon, VA :
|b Distribution, North America, Copenhagen Business School Press Books International,
|c 2003.
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| 300 |
|
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|a 1 online resource (473 pages) :
|b illustrations
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| 336 |
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|a text
|b txt
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|a online resource
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|a data file
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| 588 |
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|a Print version record.
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| 504 |
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|a Includes bibliographical references (pages 410-469).
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0 |
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|a Branding and Advertising -- Table of contents -- Introduction: Branding & Advertising -- 1 Advertising and Brand Equity -- The Nature of Brands -- Brand Positioning -- Summary -- 2 Brands are just like real people! -- Brand personality in theory -- Brand personality measurement -- Overview research project -- Results -- Discussion -- Appendix A -- SWOCC list of 102 personality items -- 3 Behavioural Finance-based advertising research in the mutual fund industry -- Advertising in the Mutual Fund Industry -- Risk-Return-Perceptions as Variables of Advertising Effects.
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| 505 |
8 |
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|a Relevance of Private Investors' Judgmental Heuristics for Risk-Return Perceptions and Advertising Content -- Experimental Study -- Discussion -- Appendix -- 4 An Evaluation of Corporate Brand Character -- Background -- Corporate brands and credibility -- The study -- Conclusion and implications -- 5 Barriers to e-Commerce -- Literature Review -- The Research Agenda -- Method -- Results -- Discussion -- 6 Advertising research: a case study of Lithuanian breweries -- Background -- Purpose of research -- Methodology -- Findings -- Conclusions -- Appendix.
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| 505 |
8 |
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|a 7 Advertising and the Prominence of the Corporate Brand -- The Role of the Corporate Brand in Corporate Image -- The Role of the Corporate Brand in Brand Portfolio Management -- Advertising Budget -- Degree of Fit between Products and Core Business -- Globalization -- Study -- Corporate Brand Prominence: Content Analysis -- Codebook -- Company Information: Desk Research and Interviews -- Results -- Corporate Brand Prominence in Advertising -- Determinants of Corporate Brand Prominence -- Other Results -- 8 Analyzing Effects of Advertising Using Conditional Logistic Regression -- Introduction.
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| 505 |
8 |
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|a Logistic Regression -- Conditional Logistic Regression -- AdLab Results -- Conclusion -- 9 Modelling Purchases as a Function of Advertising and Promotion -- Introduction -- The data material -- The methodology -- Presentation of results -- Summary -- Appendix I -- Results from the STAS and logit model analyses -- 10 What do Art Directors think the Effects of Advertising are? -- Introduction -- Thinking, Knowledge and Doing -- Research methodology -- Findings -- Concluding remarks -- 11 Program Context Effects on Commercial Processing.
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| 505 |
8 |
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|a Program Context Effects on Recall and Attention towards Television Commercials -- Psychological Responses and Advertising Processing -- Mediation of Variations in Commercial Placement -- Method -- Results -- Discussion -- 12 Sports advertising: a review of perimeter advertising effectiveness -- Methodology: Identification of relevant articles and analysis -- Image (and attitudinal) effects of perimeter advertising -- Discussion -- Limitations and future research -- 13 Advertising and the Image of Politicians -- The image -- Political image formation: A constructivist approach.
|
| 546 |
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|a English.
|
| 590 |
|
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|a eBooks on EBSCOhost
|b EBSCO eBook Subscription Academic Collection - Worldwide
|
| 650 |
|
0 |
|a Advertising.
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| 650 |
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0 |
|a Brand name products.
|
| 650 |
|
6 |
|a Produits de marque.
|
| 650 |
|
7 |
|a BUSINESS & ECONOMICS
|x Advertising & Promotion.
|2 bisacsh
|
| 650 |
|
7 |
|a Advertising.
|2 fast
|0 (OCoLC)fst00797511
|
| 650 |
|
7 |
|a Brand name products.
|2 fast
|0 (OCoLC)fst00837883
|
| 700 |
1 |
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|a Hansen, Flemming,
|c Prof.,
|e editor.
|
| 700 |
1 |
|
|a Christensen, Lars Bech,
|e editor.
|
| 776 |
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|
|c Paperback
|z 9788763001182
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