Brand Management: Research, theory and practice

Olins, W. (2001), ‘How brands are taking over the corporation’, in M. Schultz, M. J. Hatch and M. H. Larsen (eds), The Expressiv ...

6 The consumer-based approach with a commentary by Professor Kevin Lane Keller, Tuck School of Business, Dartmouth College Learn ...

In the early years of brand management the focus was on the ‘sender end’ of brand communication. In the year of 1993 brand manag ...

economic approach (chapter 4) focuses on the way a marketer can influence brand value creation through adjusting the components ...

86 Seven brand approaches means that the recipient of a message understands the message as intended by the sender. In cognitive ...

Theoretical building blocks of the consumer-based approach As mentioned in the introduction, the consumer-based approach is foun ...

these stimuli enter the mind via the senses, and how they lead to action (choice). It is also fundamental to understand the if–t ...

respectively, neurological and socio-cultural aspects. Mental representations are abstractions we all perform at any given time ...

Box 6.1 Memory representations Memory representations fall into different categories: direct, non-verbal representations (sensor ...

In cognitive psychology, memory is considered very durable. Things we store in memory tend to stay there for a long time. In cog ...

In the economic approach, the consumer was supposed to be an economic man, able to take into consideration all relevant informat ...

links are what bind them together. The links vary in strength depending on how well the association is stored in long-term memor ...

But being able to retrieve the brand from memory is only the foundation for having customer-based brand equity. A thorough conce ...

than others; they are connected to the brand node by a stronger link and are, thus, more powerful associations than the ones con ...

(2) what actions a firm can take to capitalize on the potential offered by these knowledge structures. (Keller 1993, p. 14) 96 S ...

Summary Cognitive psychology applied to consumer research, and the associated infor- mation-processing theory of consumer choice ...

The information-processing theory of consumer choice focuses on explaining the process of choice. Man is supposed to have limite ...

The customer-based brand equity framework also encompasses methods and directions for measuring customer-based brand equity. The ...

processes of choice and will answer questions like ‘How many information cards are necessary before making a choice?’ ‘Which car ...

The indirect approach implies measuring customer-based brand equity without measuring it against something else. Here, the sourc ...