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EBOOK
Title Branding and advertising / edited by Flemming Hansen & Lars Bech Christensen.
Imprint [Copenhagen] : Copenhagen Business School Press ; Herndon, VA : Distribution, North America, Copenhagen Business School Press Books International, 2003.
Edition First edition.

Subject Advertising.
Brand name products.
Alt Name Hansen, Flemming, Prof.,
Christensen, Lars Bech,
Description 1 online resource (473 pages) : illustrations
polychrome rdacc
Edition First edition.
Bibliography Note Includes bibliographical references (pages 410-469).
Contents Branding and Advertising -- Table of contents -- Introduction: Branding & Advertising -- 1 Advertising and Brand Equity -- The Nature of Brands -- Brand Positioning -- Summary -- 2 Brands are just like real people! -- Brand personality in theory -- Brand personality measurement -- Overview research project -- Results -- Discussion -- Appendix A -- SWOCC list of 102 personality items -- 3 Behavioural Finance-based advertising research in the mutual fund industry -- Advertising in the Mutual Fund Industry -- Risk-Return-Perceptions as Variables of Advertising Effects.
Relevance of Private Investors' Judgmental Heuristics for Risk-Return Perceptions and Advertising Content -- Experimental Study -- Discussion -- Appendix -- 4 An Evaluation of Corporate Brand Character -- Background -- Corporate brands and credibility -- The study -- Conclusion and implications -- 5 Barriers to e-Commerce -- Literature Review -- The Research Agenda -- Method -- Results -- Discussion -- 6 Advertising research: a case study of Lithuanian breweries -- Background -- Purpose of research -- Methodology -- Findings -- Conclusions -- Appendix.
7 Advertising and the Prominence of the Corporate Brand -- The Role of the Corporate Brand in Corporate Image -- The Role of the Corporate Brand in Brand Portfolio Management -- Advertising Budget -- Degree of Fit between Products and Core Business -- Globalization -- Study -- Corporate Brand Prominence: Content Analysis -- Codebook -- Company Information: Desk Research and Interviews -- Results -- Corporate Brand Prominence in Advertising -- Determinants of Corporate Brand Prominence -- Other Results -- 8 Analyzing Effects of Advertising Using Conditional Logistic Regression -- Introduction.
Logistic Regression -- Conditional Logistic Regression -- AdLab Results -- Conclusion -- 9 Modelling Purchases as a Function of Advertising and Promotion -- Introduction -- The data material -- The methodology -- Presentation of results -- Summary -- Appendix I -- Results from the STAS and logit model analyses -- 10 What do Art Directors think the Effects of Advertising are? -- Introduction -- Thinking, Knowledge and Doing -- Research methodology -- Findings -- Concluding remarks -- 11 Program Context Effects on Commercial Processing.
Program Context Effects on Recall and Attention towards Television Commercials -- Psychological Responses and Advertising Processing -- Mediation of Variations in Commercial Placement -- Method -- Results -- Discussion -- 12 Sports advertising: a review of perimeter advertising effectiveness -- Methodology: Identification of relevant articles and analysis -- Image (and attitudinal) effects of perimeter advertising -- Discussion -- Limitations and future research -- 13 Advertising and the Image of Politicians -- The image -- Political image formation: A constructivist approach.
Note Print version record.
ISBN 9788763099608 (electronic bk.)
8763099608 (electronic bk.)
9788763001182
8763001187
OCLC # 774280262


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