Summary Papers - Brand Management

BRAND MANAGEMENT 16/17

Key notes from papers




Table of content
1. Lecture 1: Keller (1993) “Conceptualizing, Measuring, and Managing…” ............................. 2
2. Lecture 1: Gensler et al. (2013) “Managing Brands in the Social Media Environment” ... 4
3. Lecture 2: Saaksjarvi et al. (2011) “Relationships Among Brand Identity…”....................... 5
4. Lecture 2: Rauschnabel et al. (2016) “Brand Management in Higher Education…” .......... 6
5. Lecture 3: Hsu et al. (2016) “Brand Architecture Strategy and Firm Value…” ..................... 7
6. Lecture 3: Tsai et al. (2014) “What’s in a Brand Name?...”........................................................... 9
7. Lecture 4: Muhlbacher et al. (2016) “Drivers of Brand Strength…”....................................... 10
8. Lecture 4: Napoli et al. (2014) “Measuring Consumer-Based Brand Authenticity” ........ 11
9. Lecture 5: Kohli et al. (1993) “Product Positioning…” ................................................................ 13
10. Lecture 5: Shankar et al. (2008) “BRAN*EQT…” ......................................................................... 14
11. Lecture 6: Lariviere et al. (2016) “Modeling Heterogeneity in the Satisfaction…” ........ 15
12. Lecture 6: Lovett et al. (2013) “On Brands and Word of Mouth” .......................................... 17




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