Brands and Brand Management Contemporary Research Perspectives |
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| Editor:
| Loken, Barbara
Ahluwalia, Rohini |
| Series title: | Marketing and Consumer Psychology Ser. |
| ISBN: | 978-1-138-88270-6 |
| Publication Date: | Aug 2015 |
| Publisher: | Taylor & Francis Group
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| Imprint: | Psychology Press |
| Book Format: | Paperback |
| List Price: | USD $56.95 |
Book Description:
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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...
More Description
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.