Branding and advertising /

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Hansen, Flemming, Prof (Editor ), Christensen, Lars Bech (Editor )
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Copenhagen] : Herndon, VA : Copenhagen Business School Press ; Distribution, North America, Copenhagen Business School Press Books International, 2003.
Edición:1st ed.
Temas:
Advertising.
Brand name products.
Produits de marque.
BUSINESS & ECONOMICS > Advertising & Promotion.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.

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