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Brand Equity and Advertising

Advertising's Role in Building Strong Brands

Brand Equity and Advertising( )
Author: Aaker, David A.
Biel, Alexander L.
Editor: Aaker, David A.
Biel, Alexander
ISBN:978-1-315-79953-7
Publication Date:Oct 2013
Publisher:Taylor & Francis Group
Imprint:Psychology Press
Book Format:Digital (delivered electronically)
List Price:USD $79.95
Book 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 academics are...
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