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Brands and brand management : contemporary research perspectives

Barbara Loken · Rohini Ahluwalia · Michael J. Houston

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

K. Keller, Foreword. C. Haugtvedt, Series Foreword. B. Loken, R. Ahluwalia, M.J. Houston, Preface. Part 1. Overview. B. Loken, R. Ahluwalia, M.J. Houston, The Science of Branding: Introductory Chapter. Part 2. Managing and Leveraging Brands. B. Loken, C. Joiner, M.J. Houston, Leveraging a Brand Through Brand Extension: A Review of Two Decades of Research. A. Rao, Brand Alliances. R. Ahluwalia, A. Kaikati, Traveling the Paths to Brand Loyalty. Z. Gurhan-Canli, A. Fries, Branding and Corporate Social Responsibility (CSR). Part 3. Cultural, Sociological, and Global Branding Perspectives. C. Torelli, H.T. Keh, C. Chiu, Cultural Symbolism of Brands. T.C. O'Guinn, A.M. Muniz, Jr., Towards a Sociological Model of Brands. Part 4. New Directions in Measurement of Brand Equity. C.W. Park, D.J. MacInnis, X. Dreze, J. Lee, Measuring Brand Equity: The Marketing Surplus and Efficiency (MARKSURE) Based Brand Equity. B. Shiv, A. Bechara, Revisiting the Customer Value Proposition: The Power of Brand Emotion. T. Erdem, J. Swait, Utility-Based Models of Brand Equity. Part 5. Protecting Brands. B. Loken, D. Roedder John, When Do Bad Things Happen to Good Brands? Understanding External and Internal Sources of Brand Dilution. S. Baird, Brands and Trademarks: The Legal Implications of Branding.

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References

2000Bowling alone: the collapse and revival of American community 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 2006Corporate Social Responsibility, Customer Satisfaction, and Market Value 1990Consumer Evaluations of Brand Extensions 2006Brands and Branding: Research Findings and Future Priorities 2004Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives 2001Do Consumers Expect Companies to be Socially Responsible? The Impact of Corporate Social Responsibility on Buying Behavior

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