Brand Management
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Brand Management: Co-creating Meaningful Brands
By Michael Beverland7) Atkins sought to leverage Kodak's image and legacy of creativity by partnering with a range of brands, targeting younger consumers. Overman was attempting to leverage the brand's image with younger consumers and the creative sector, ...
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Brand Management: Research, Theory and Practice
By Tilde Heding, Charlotte F. Knudtzen, Mogens BjerreBrand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of ...
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Brand Management: Text and Cases
By Harsh V. VermaThough these brands enjoy their unique independent image , the maker's association is subtly embossed somewhere in their image . Figure 10.7 | Cadbury's Endorsement Brand Strategy Cadbury's Eclairs Cadbury's Perk Cadbury's Bournvita ...
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Brand Management: Mastering Research, Theory and Practice
By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre... F. (2008) 'Brands and their meaning makers', in C. P. Haugtvedt, P. M. Herr and F. R. Kardes (eds) Handbook of Consumer Psychology, New York: Lawrence Erlbaum Associates Aggarwal, P. (2004) 'The effects of brand relationship norms ...
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Brand Management: Research, Theory and Practice
By Tilde Heding, Charlotte F. Knudtzen, Mogens BjerreFigure 9.1 The 'brand triad': a brand community exists only when there is interaction between at least two consumers Indeed brand communities can engage consumers in different ways and with a great variance in the level of either ...
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Brand Management: Advancing Insights on
By Paolo PopoliCFI = 0.990; NFI = 0.980; IFI = 0.990; GFI = 0.979; AGFI = 0.956; RMSEA = 0.042), confirming that trust in the retailer, perceived quality of assortment and satisfaction with price level have a significant influence on consumers' ...
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Brand Management: Co-creating Meaningful Brands
By Michael BeverlandPresenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity.
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Brand Management
This e-book on Brand Management presents papers from two branding events in 2006; both the Thought Leaders International Conference on Brand Management, and The 2nd Academy of Marketing International Brand and Corporate Reputation Special ...
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Brand Management
By Leslie de ChernatonyThis work seeks to synthesize some of the key issues in brand management, overview some of the evolving findings and highlight the contribution that each of the selected papers in...