Branding and Advertising

Front Cover
Flemming Hansen, Lars Bech Christensen
Copenhagen Business School Press DK, 2003 - Business & Economics - 473 pages
"Branding and Advertising presents a wide spectre of recent studies and works in the fields of branding, advertising and communication effects. This book presents a series of interesting papers related to advertising and branding."
 

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Contents

Branding and Advertising
8
A Note on the Role of Advertising in Memory Creation
22
Behavioral Financebased advertising research in the mutual
44
An evaluation of corporate brand character
59
Barriers to eCommerce
70
a case study of Lithuanian breweries
84
Identifying Brand Architecture Use through Content Analysis
111
ADVERTISING EFFECTS
133
Advertising and the Image of Politicians
205
MEDIA AND TARGETS
232
Conceptualising Television Advertising
284
Attitude toward Ads and the Purchase Intentions
306
A global perspective
332
A Changed Picture of Children on Television
346
LOW INVOLVEMENT AND EMOTIONAL RESPONSES
356
The Nature of Central and Peripheral Advertising
365

Modelling Purchases as a Function of Advertising
148
What do Art Directors think the Effects of Advertising are?
168
Program Context Effects on Commercial Processing
177
References
410
About the Authors
470
Copyright

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