Table of Contents
Table of Contents
Preface
Part 1: CONSUMER BRAND PSYCHOLOGY
Chapter 1: Branding and the Psychology of Consumer Behavior
(Bobby J. Calder, Northwestern University)
Chapter 2: Emotional Branding: What, When, and Why
(Monique Mitchell Turner, The George Washington University School of Public Health and Health Services Department of Prevention and Community Health)
Chapter 3: The Remarkable Consumer Experience of Brands as Drivers to a Deep Consumer-Brand Relationship
(Sandra M. C. Loureiro, ISCTE Business School- Lisbon University Institute)
Chapter 4: You’re Nothing Without Me: What Consumers Contribute to Brands
(Rodoula H. Tsiotsou, Ronald E. Goldsmith, University of Macedonia, and others)
Chapter 5: A General Brand Alliance Model
(Ronald E. Goldsmith, Barbara A. Lafferty, Florida State University, and others)
Chapter 6: Retail Branding Issues in Emerging Countries: Research Insights and Priorities
(Mbaye Fall Diallo, University Lille Nord de France-Skema Business School, and LSMRC (Lille School of Management Research Center))
Chapter 7: Behavioral and Neural Investigation of Brand Names
(Mei-chun Cheung, Yvonne M. Han, Agnes S. Chan, Sophia L. Sze, Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong, SAR, and others)
Part 2: SOCIAL AND HEALTH BRAND PSYCHOLOGY
Chapter 8: Branding Social and Health Behavior: An Education and Research Agenda
(W. Douglas Evans, The George Washington University, School of Public Health and Health Services Washington, DC, USA)
Chapter 9: Implications of Brand Competition for Social Marketing
(Alec Ulasevich, Ipsos Public Affairs)
Chapter10: Branding and Social Marketing
(Steven Chapman, James Ayers, Olivier LeTouze, Benoit Renard, Population Services International)
<a href=”https://novapublishers.com/wp-content/uploads/2019/07/978-1-62618-817-4_ch10.pdf” target=”_blank” rel=”noopener”>Free Download Available</a>
Chapter 11: Brand Alliance of D.A.R.E. and <i>Keepin’ it REAL</i>: A Case Study in Brand Dissemination Practices
(Michael L. Hecht, Jeong Kyu Le, Department of Communication Arts and Sciences Pennsylvania State University, and others)
Chapter 12: Branding as a Strategy to Build Community Engagement in Health Programs
(Nicholas Goodwin is Director of Goodwin Collaboration, The University of Sydney, and The George Washington University)
Index
Audience: This is covered in depth in the preface to the book. Briefly, business schools, public health schools, public policy schools, professionals working in public health, international development, not-for-profit and/or public sector marketing. The book provides a wealth of case examples of how branding can be applied to build brands in these fields that have traditionally under-utilized marketing and provides a framework for understanding how brands influence behavior and consumer choice.