Discovering brand magic: The hardness of the softer side of branding

International Journal of Advertising

Volumn 16, Issue 3, 1997, Pages 199-210

  Biel, Alexander L ^a  

^a NONE   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0346613765     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.1997.11104688     Document Type: Article

References (11)

1. Aaker, Jennifer, (1997) Dimensions of brand personality. Journal of Marketing Research, August.
2. Biel, Alexander L., (1993) Converting image into equity. In Brand Equity and Advertising (eds) D., Aaker & A Biel., Hillsdale, New Jersey: Lawrence Erlbaum Associates.
3. Biel, Alexander L., & Lannon, Judie, (1993) Steel bullet in a velvet glove? Admap April.
4. Blackston, Max, (1993) Beyond brand personality: building brand relationships. In Brand Equity and Advertising (eds) D., Aaker and A. Biel., Hillsdale, New Jersey: Lawrence Erlbaum Associates.
5. Fournier, Susan, (1995) A consumer-brand relationship perspective on brand equity. Presentation to Marketing Science Institute Conference on Brand Equity and the Marketing Mix, Tucson, Arizona, 2–3 March.
6. Garfield, Robert, (1990) United spot flies despite some potential for disaster. Advertising Age, 10 April.
7. Keogh, Donald, (1994) The importance of brand power. In Brand Power (ed.) P., Stobart. New York: Macmillan.
8. Olsen, Jerry, and Allen, Doug, (1995) Building bonds between the brand and the customer by creating and managing brand personality. Presentation to Marketing Science Institute Conference on Brand Equity and the Marketing Mix, Tucson, Arizona, 2–3 March.
9. Sherry, John, (1984) Paper presented at the XIV Annual Conference, Association for Consumer Research. Toronto: Association for Consumer Research.
10. Simon, Carol J., & Sullivan, Mary, (1992) A financial approach to estimating firm-level brand equity and measuring the impact of marketing events. Working Paper, Report 92–116, Marketing Science Institute.
11. Zaltman, Gerald, & Higie, Robin, (1993) Seeing the voice of the customer: the Zaltman metaphor elicitation technique. Working Paper, Report 93–114, Marketing Science Institute, September.