Brand equity & advertising: advertising's role in building strong brands
Auteur :
Aaker, David A. / Biel, Alexander L.
Éditeur :
Taylor & Francis Inc
ISBN :
9780805812848
Date de publication :
1 avr. 1993
Dimensions :
22,9 x 15,2 cm
Poids :
660 g
Langue :
Anglais
Pays d'origine :
USA
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity.