Brand Communications: Theory of Brand Equity and Advertising Effectiveness Measurement 電子書籍版
1650円（税込）
作品内容
This book is a theoretical proposal for an integratedmodel of advertising effectiveness mediated by the concept ofJapanese-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 existingdata sources， we show that the Japanese-style brand equity is valid.Part I as a research approach is to statistically compare and test thevalidity of the causal model by applying the covariance structureanalysis (path analysis) method to D. A. Aaker and K. L. Keller’sbrand equity conceptual model and the original Japanese brand equityconceptual model.Part II examines the importance of brand management from theperspective of brand communication effectiveness and investigates thecausal hypothesis of “brand individuality ” in the manifestation oflong- and short-term effects of advertising.In Part III， we develop a new simulation system that applies systemdynamics to predict brand awareness and sales of imported vehicles，incorporating the concept of a “brand equity mediation model”.About the AuthorDr. Kido， Shigeru， D.B.A.［Main Career History ]・ Visiting Professor， Graduate School of BusinessAdministration， 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.
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