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1. Brand Equity & Advertising

   Advertising's Role in Building Strong Brands

   By David A. Aaker, Alexander L. Biel

   Edited by David A. Aaker, David A. Aaker, Alexander Biel

   The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing...

   Published March 31st 1993 by Psychology Press