Brands And Brand Management

Download or read book Brands and Brand Management written by Barbara Loken and published by Psychology Press. This book was released on 2023-04-28 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Very 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.