Brand Equity & Advertising
Subtitle: Advertising's Role in Building Strong Brands (Advertising and Consumer Psychology)
Contributors: David A. Aaker (Editor); Alexander Biel (Editor)
Edition: 1 edition
Publisher: Lawrence Erlbaum
Published: April 1, 1993
Language: eng
Format: Paperback
Number of pages: 384
ISBN-13: 9780805812848
Subjects: Advertising; Psychology; Brand name products; Business / Economics / Finance; Psychotherapy - Counseling; Advertising & Promotion; Consumer Behavior - General; Business & Economics / Consumer Behavior; Congresses; Valuation
First sentence: Brand equity, a concept born in the 1980s, has aroused intense interest among marketing managers and business strategies from a wide variety of industries.