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Brand Management: Research, Theory and Practice by Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

By Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre

For over 20 years, it's been argued that the emblem is a vital worth author and will as a result be a most sensible administration precedence. even if, the definition of what a model is is still elusive.

This finished textbook offers the reader with an exhaustive research of the clinical and paradigmatic techniques to the character of name because it has built over the past 20 years. Taking a multi-disciplinary technique and delivering an exhaustive research of name study literature, it provides a radical realizing of the managerial implications of those diversified ways to the administration of the brand.

Brand Mangement: learn, thought and Practice fills a niche available in the market, delivering an realizing of ways the character of name and the belief of the shopper range in those methods and gives in-depth perception into the hole query of just about each model administration direction: "What is a brand?"

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Examining the animosity model in a country with a high level of foreign trade,” International Journal of Research in Marketing, Mar, Vol. 21 Issue 1, 23-39. Nunnally, J. C. and Bernstein I. H. (1994). Psychometric theory. New York: McGraw Hill. Patton, M. Q. (1990). Qualitative evaluation and research methods. London: Sage Publications. Shin, M. (2001). The animosity model of foreign product purchase,” Journal of Empirical Generalizations in Marketing Science, Vol. 6, 1-14. 12 SUPERSTITIOUS BELIEFS IN CONSUMER EVALUATION OF BRAND LOGOS Yong Jian Wang, University of Texas-Pan American, United States Monica D.

Nunnally, J. C. and Bernstein I. H. (1994). Psychometric theory. New York: McGraw Hill. Patton, M. Q. (1990). Qualitative evaluation and research methods. London: Sage Publications. Shin, M. (2001). The animosity model of foreign product purchase,” Journal of Empirical Generalizations in Marketing Science, Vol. 6, 1-14. 12 SUPERSTITIOUS BELIEFS IN CONSUMER EVALUATION OF BRAND LOGOS Yong Jian Wang, University of Texas-Pan American, United States Monica D. Hernandez, Kansas State University, United States Michael S.

Journal of Consumer Research 29 (March): 551-565. Hollins, Bill and Stuart Pugh. 1990. Successful Product Design. London: Butterworths. 4 DO OTHER CUSTOMERS MATTER? EXAMINING THE IMPACT OF OTHER CUSTOMERS IN RETAIL/SERVICE SETTINGS Jingyun (Kay) Zhang, Bowling Green State University, United States ABSTRACT Service encounters take place in the presence of other customers in numerous service settings (Martin and Panter 1989). It has been claimed that in most retail and service settings, the volume of customer-to-customer interactions greatly outnumbers that between customers and employees (Martin and Clark 1996).

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