Brand Equity & Advertising


Book Description

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. 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 -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.











Book Description




The American Economic Review


Book Description

Includes annual List of doctoral dissertations in political economy in progress in American universities and colleges; and the Hand book of the American Economic Association.




Routledge International Handbook of Charisma


Book Description

The Routledge International Handbook of Charisma provides an unprecedented multidimensional and multidisciplinary comparative analysis of the phenomenon of charisma – first defined by Max Weber as the irrational bond between deified leader and submissive follower. It includes broad overviews of foundational theories and experiences of charisma and of associated key issues and themes. Contributors include 45 influential international scholars who approach the topic from different disciplinary perspectives and utilize examples from an array of historical and cultural settings. The Handbook presents up-to-date, concise, thought-provoking, innovative, and informative perspectives on charisma as it has been expressed in the past and as it continues to be manifested in the contemporary world by leaders ranging from shamans to presidents. It is designed to be essential reading for all students, researchers, and general readers interested in achieving a comprehensive understanding of the power and potential of charismatic authority in all its varieties, subtleties, dynamics, and current and potential directions.




Global Marketing and Advertising


Book Description

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.




Combined Proceedings


Book Description

Proceedings of the Spring and Fall conferences.