Brands and Brand Management: Contemporary Research Perspectives

1st Edition

Barbara Loken, Rohini Ahluwalia

Psychology Press
Published August 28, 2015
Reference - 344 Pages
ISBN 9781138882706 - CAT# Y180137
Series: Marketing and Consumer Psychology Series

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Summary

Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international.  The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.

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