International Brand Management: Summary Articles Lectures Chapter 1,7, and 15 - $7.04   Add to cart


International Brand Management: Summary Articles Lectures Chapter 1,7, and 15

Summary of all exam relevant articles and chapters 1, 7, and 15. Notes from lectures and guestlectures also included. [For the chapters that are not included in this summary, it is indicated which chapter it was in the previous edition of the book] Book: Keller, Kevin Lane & Vanitha Swaminathan: Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, Pearson Education Limited, 2019. ISBN 4969 ONLY CHAPTER 1, 7, and 15 List of articles: Goldfarb (2001): Let there be Sunlight! The Rise of Lever Brothers and Sunlight Soap. Keller (1993): Conceptualizing, Measuring, and Managing Customer-Based Brand Equity Keller (2016): Reflections on customer-based brand equity: perspectives, progress, and priorities. Tavasolli and Sorescul (2014): Employee-Based Brand Equity: Why Firms with Strong Brands Pay Their Executives Less. Sujan and Bettman (1989): The Effects of Brand Positioning Strategies on Consumers’ Brand and Category Perceptions: Some Insights from Schema Research Thompson et al. (2006): Emotional Branding and the Strategic Value of the Doppelgänger Brand Image John et al (2006): Brand Concept Maps: A Methodology for Identifying Brand Association Networks Gensler et al (2016): Listen to Your Customers: Insights into Brand Image Using Only Online Consumer-Generated Product Reviews Gensler et al (2013): Managing Brands in the Social Media Environment Hewett et al (2016): Brand Buzz in the Echoverse Luffarelli et al. (2019) The Visual Asymmetry Effect: An Interplay of Logo Design and Brand Personality on Brand Equity Malär et al (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self Simonin and Ruth (1998): Is a Company Known by the Company it keeps? Assessing the spillover Effects of Brand alliances on Consumer Brand Attitudes. Muniz and O’Guinn (2001): Brand Community Lei, Dawar, and Lemmink (2008): Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects Nguyen et al (2018): Brand Portfolio Coherence: Scale Development and Empirical Demonstration

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  • 1. Summary - Marketing & innovation summary articles and lecture notes
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By: luukvanloon1 • 1 month ago

By: ruben98broek • 2 months ago

Translated by Google

The content is correct, but the lack of structure and the number of typos makes it difficult to read

By: xianriedijk • 9 months ago

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