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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 April 1st 1993 by Psychology Press

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