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TitleHandbook on brand and experience management / [edited by] Bernd H. Schmitt and David L. Rogers
Imprint Northampton, MA : Edward Elgar, 2008
Descript x, 315 p. : ill. ; 25 cm


Brand attachment and a strategic brand exemplar -- Brand permission: a conceptual and managerial framework -- When brands resonate -- Brand identity: The guiding star for successful brands -- Brand investment and shareholder value -- Brand convergence -- Branding and design management -- Everybody's darling? The target groups of a brand -- A framework for managing customer experiences -- Some issues concerning the concepts of experiential marketing -- Embodied cognition, affordances and mind modularity: using cognitive science to present a theory of consumer experiences -- The effects of incidental brand exposure on consumption -- Experimental attributes and consumer judgments -- A literature review of consumer-based brand scales -- The role of brand naming in branding strategies: insights and opportunities -- Returns on brand investments: maximizing financial returns from brand strategy -- The challenge of the global brand -- Why does branding fail? ten barriers to branding -- Building a B2B corporate brand

Brand name products -- Management Branding (Marketing)

Sasin Library658.827 H236 2008CHECK SHELVES
Chula Business School Library658.827 H236 2008CHECK SHELVES

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