Brand Communications Theory of Brand Equity and Advertising Effectiveness Measurement（文彩堂出版） [電子書籍]

Brand Communications Theory of Brand Equity and Advertising Effectiveness Measurement（文彩堂出版） の 商品概要

• This book is a theoretical proposal for an integrated
  model of advertising effectiveness mediated by the concept of
  Japanese-style brand equity.
  It presents a cyclical causal model in which brand equity accumulates due to long-term advertising investment, and short-term advertising effectiveness increases due to　the accumulation of brand equity, or　the "brand equity mediation　hypothesis on advertising effectiveness" as a theoretical model.
  Using advertising and purchase data collected from several existing
  data sources, we show that the Japanese-style brand equity is valid.
  Part I as a research approach is to statistically compare and test the
  validity of the causal model by applying the covariance structure
  analysis (path analysis) method to D. A. Aaker and K. L. Keller's
  brand equity conceptual model and the original Japanese brand equity
  conceptual model.
  Part II examines the importance of brand management from the
  perspective of brand communication effectiveness and investigates the
  causal hypothesis of "brand individuality " in the manifestation of
  long- and short-term effects of advertising.
  In Part III, we develop a new simulation system that applies system
  dynamics to predict brand awareness and sales of imported vehicles,
  incorporating the concept of a "brand equity mediation model".
  
  About the Author
  Dr. Kido, Shigeru, D.B.A.
  ［Main Career　History ]
  ・ Visiting Professor, Graduate School of Business
  Administration, Hosei University
  ・Contract Lecturer, Graduate School of Business, Doshisha University
  ・Professor, Graduate School of Innovation Management, Hosei University
  ・Executive Director of Video Research, Ltd.
  He has experience in conducting research, planning, and sales in the marketing research division, and developing services systems.
  

Brand Communications Theory of Brand Equity and Advertising Effectiveness Measurement（文彩堂出版） の商品スペック