Brands and Brand Management - 9781138882706

Taylor & Francis

Brands and Brand ManagementContemporary Research Perspectives\nAuthor(s): Barbara Loken, Rohini Ahluwalia, Michael J. Houston\nFormat: Paperback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Psychology Press Ltd\nISBN-13: 9781138882706, 978-1138882706\nSynopsis\nVery few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.