Research Contributions of Donald R. Lehmann to Marketing, Volume 5
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Research Contributions of Donald R. Lehmann to Marketing, Volume 5
Advertising and Branding
Keller, Kevin Lane
Springer International Publishing AG
04/2026
553
Dura
Inglês
9783031880742
Pré-lançamento - envio 15 a 20 dias após a sua edição
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1. Set Introduction.- 2. Volume V Introduction: Advertising and Branding.- 3. An Experimental Study of Relationships Between Attitudes, Brand Preference, and Choice.- 4. Responses to Advertising a New Car.- 5. Holbrook, Morris B. and Donald R. Lehmann (1980) "Form versus Content in Predicting Starch Scores.- 6. The Prisoner's Dilemma and the Role of Information in Setting Advertising Budgets.- 7. When Does Advertising Have an Impact? A Study of Tracking Data.- 8. The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.- 9. Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble's Value Pricing Strategy.- 10. The Truth Hurts: How Customers May Lose from Honest Advertising.- 11. Effects of Usage and Name on Perceptions of New Products.- 12. A Model of Marketing Mix, Brand Switching, and Competition.- 13. The Influence of New Brand Entry on Subjective Brand Judgments.- 14. Context Effects, New Brand Entry, and Consideration Sets.- 15. The Effects of Advertised and Observed Quality on Expectations About New Product Quality.- 16. Building a Multi-Category Brand: When Should Distant Brand Extensions Be Introduced?.- 17. The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin.- 18. The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences.- 19. Revenue Premium as an Outcome Measure of Brand Equity.- 20. Brands and Branding: Research Findings and Future Priorities.- 21. Assessing Brand Equity Through Add-on Sales.- 22. Adolescents' Perceived Brand Deprivation Stress and Its Implications for Corporate and Consumer Well-Being.- 23. Don Lehmann - Impactful and Relevant on "Both Sides of the Aisle.- 24. Donald R. Lehmann: A Tribute.- 25. The Three Faces of Don Lehmann.
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customer lifetime value;brand preference;new product development;brand judgments;brand personality;new brand entry;brand choice;promotion;brand equity
1. Set Introduction.- 2. Volume V Introduction: Advertising and Branding.- 3. An Experimental Study of Relationships Between Attitudes, Brand Preference, and Choice.- 4. Responses to Advertising a New Car.- 5. Holbrook, Morris B. and Donald R. Lehmann (1980) "Form versus Content in Predicting Starch Scores.- 6. The Prisoner's Dilemma and the Role of Information in Setting Advertising Budgets.- 7. When Does Advertising Have an Impact? A Study of Tracking Data.- 8. The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.- 9. Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble's Value Pricing Strategy.- 10. The Truth Hurts: How Customers May Lose from Honest Advertising.- 11. Effects of Usage and Name on Perceptions of New Products.- 12. A Model of Marketing Mix, Brand Switching, and Competition.- 13. The Influence of New Brand Entry on Subjective Brand Judgments.- 14. Context Effects, New Brand Entry, and Consideration Sets.- 15. The Effects of Advertised and Observed Quality on Expectations About New Product Quality.- 16. Building a Multi-Category Brand: When Should Distant Brand Extensions Be Introduced?.- 17. The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin.- 18. The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences.- 19. Revenue Premium as an Outcome Measure of Brand Equity.- 20. Brands and Branding: Research Findings and Future Priorities.- 21. Assessing Brand Equity Through Add-on Sales.- 22. Adolescents' Perceived Brand Deprivation Stress and Its Implications for Corporate and Consumer Well-Being.- 23. Don Lehmann - Impactful and Relevant on "Both Sides of the Aisle.- 24. Donald R. Lehmann: A Tribute.- 25. The Three Faces of Don Lehmann.
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
