Brand Equity and Advertising: Advertising's Role in Building Strong Brands

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Abstract

Originally published in Contemporary Psychology: APA Review of Books, 1994, Vol 39(1), 99. Reviews the book, Brand Equity and Advertising: Advertising's Role in Building Strong Brands edited by David A. Aaker, Alexander L. Biel (1993). For marketing executives and consumer psychologists, this book provides a probing look into brands, their personalities, equity, extensions, and how advertising helps build brands and expand their markets globally. (PsycINFO Database Record (c) 2006 APA, all rights reserved)

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