Marketing_Management_14th_Edition-min

Rein, Philip Kotler, and Ben Shields, The Elusive Fan:
Reinventing Sports in a Crowded Marketplace (New
York: McGraw-Hill, 2006).
13. Mark Borden, “Shaun White Lifts Off,” Fast Company,
February 2009, pp. 56–65; Mike Duff, “Target Cuts
Across Fashion with Shaun White,” bnet.com,
February 20, 2009.
14. Kevin Lane Keller, Strategic Brand Management, 3rd
ed. (Upper Saddle River, NJ: Prentice Hall, 2008);
David A. Aaker and Erich Joachimsthaler, Brand
Leadership (New York: Free Press 2000); David A.
Aaker, Building Strong Brands (New York: Free Press,
1996); David A. Aaker, Managing Brand Equity (New
York: Free Press, 1991).
15. Other approaches are based on economic principles of
signaling, for example, Tulin Erdem, “Brand Equity as a
Signaling Phenomenon,” Journal of Consumer
Psychology 7 (1998), pp. 131–57; or more of a
sociological, anthropological, or biological perspective
(e.g., Grant McCracken, Culture and Consumption II:
Markets, Meaning, and Brand Management
(Bloomington: Indiana University Press, 2005); Susan
Fournier, “Consumers and Their Brands: Developing
Relationship Theory in Consumer Research,” Journal
of Consumer Research 24 (September 1998),
pp. 343–73; Craig J. Thompson, Aric Rindfleisch, and
Zeynep Arsel, “Emotional Branding and the Strategic
Value of the Doppelganger Brand Image,” Journal of
Marketing 70 (January 2006), pp. 50–64.
16. Jennifer L. Aaker, “Dimensions of Brand Personality,”
Journal of Marketing Research 34 (August 1997),
pp. 347–56; Jean-Noel Kapferer, Strategic Brand
Management: New Approaches to Creating and
Evaluating Brand Equity (London: Kogan Page, 1992),
p. 38; Scott Davis, Brand Asset Management: Driving
Profitable Growth through Your Brands (San Francisco:
Jossey-Bass, 2000). For an overview of academic
research on branding, see Kevin Lane Keller, “Branding
and Brand Equity,” Bart Weitz and Robin Wensley,
eds., Handbook of Marketing (London: Sage
Publications, 2002), pp. 151–78; Kevin Lane Keller and
Don Lehmann, “Brands and Branding: Research
Findings and Future Priorities,” Marketing Science 25
(November–December 2006), pp. 740–59.
17. Kevin Lane Keller, Strategic Brand Management, 3rd
ed. (Upper Saddle River, NJ: Prentice Hall, 2008).
18. Theodore Levitt, “Marketing Success through
Differentiation—of Anything,” Harvard Business
Review, January–February 1980, pp. 83–91.
19. Kusum Ailawadi, Donald R. Lehmann, and Scott
Neslin, “Revenue Premium as an Outcome Measure of
Brand Equity,” Journal of Marketing 67 (October 2003),
pp. 1–17.
20. Jon Miller and David Muir, The Business of Brands
(West Sussex, England: John Wiley & Sons, 2004).
21. Michael Bush, “Virgin America,” Advertising Age,
November 16, 2009, p. 12.
22. Kevin Lane Keller, “Building Customer-Based Brand
Equity: A Blueprint for Creating Strong Brands,”
Marketing Management 10 (July–August 2001),
pp. 15–19.
23. For some academic insights, see Matthew Thomson,
Deborah J. MacInnis, and C. W. Park, “The Ties That
Bind: Measuring the Strength of Consumers’ Emotional
Attachments to Brands,” Journal of Consumer
Psychology 15 (2005), pp. 77–91; Alexander
Fedorikhin, C. Whan Park, and Matthew Thomson,
“Beyond Fit and Attitude: The Effect of Emotional
Attachment on Consumer Responses to Brand
Extensions,” Journal of Consumer Psychology 18
(2008), pp. 281–91; Jennifer Edson Escalas, “Narrative
Processing: Building Consumer Connections to
Brands,” Journal of Consumer Psychology 14 (1996),
pp. 168–79. For some managerial guidelines, see
Kevin Roberts, Lovemarks: The Future beyond Brands
(New York: Powerhouse Books, 2004); and Douglas
Atkins, The Culting of Brands (New York: Penguin
Books, 2004).
24. Paul Rittenberg and Maura Clancey, “Testing the Value
of Media Engagement for Advertising Effectiveness,”
www.knowledgenetworks.com, Spring–Summer 2006,
pp. 35–42.
25. M. Berk Ataman, Carl F. Mela, and Harald J. van
Heerde, “Building Brands,” Marketing Science 27
(November–December 2008), pp. 1036–54.
26. Walter Mossberg, “Is Bing the Thing?” Wall Street
Journal, June 2, 2009, p. R4; Burt Heim, “The Dubbing
of ‘Bing,’” BusinessWeek, June 15, 2009, p. 23; Todd
Wasserman, “Why Microsoft Chose the Name ‘Bing,’”
Brandweek, June 1, 2009, p. 33.
27. Rachel Dodes, “From Tracksuits to Fast Track,” Wall
Street Journal, September 13, 2006.
28. “42 Below,” www.betterbydesign.org.nz, September
14, 2007.
29. Amanda Baltazar, “Silly Brand Names Get Serious
Attention,” Brandweek, December 3, 2007, p. 4.
30. Alina Wheeler, Designing Brand Identity (Hoboken, NJ:
John Wiley & Sons, 2003).
31. Pat Fallon and Fred Senn, Juicing the Orange: How to
Turn Creativity into a Powerful Business Advantage
(Cambridge, MA: Harvard Business School Press,
2006); Eric A. Yorkston and Geeta Menon, “A Sound
Idea: Phonetic Effects of Brand Names on Consumer
Judgments,” Journal of Consumer Research 31 (June),
pp. 43–51; Tina M. Lowery and L. J. Shrum, “Phonetic
Symbolism and Brand Name Preference,” Journal of
Consumer Research 34 (October 2007), pp. 406–14.
32. For some interesting theoretical perspectives, see
Claudiu V. Dimofte and Richard F. Yalch, “Consumer
Response to Polysemous Brand Slogans,” Journal of
Consumer Research 33 (March 2007), pp. 515–22.
33. John R. Doyle and Paul A. Bottomly, “Dressed for the
Occasion: Font-Product Congruity in the Perception of
Logotype,” Journal of Consumer Psychology 16 (2006),
pp. 112–23; Kevin Lane Keller, Susan Heckler, and
Michael J. Houston, “The Effects of Brand Name
Suggestiveness on Advertising Recall,” Journal of
Marketing 62 (January 1998), pp. 48–57; For an
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Endnotes