Branded scientific research

Author: Ma Mouchao, Editor-in-Chief
Publisher:
Publish Date: 2005-01-01
Features: The future of marketing is a battle of brands. The only way to dominate the market is to possess a leading brand. Brand operations that rely on "following intuition" are inherently risky. Only by upholding the scientific outlook on development can brands enter a path of healthy growth. This book is a new work by Professor Ma Mouchao and his research team from the authoritative fields of advertising and consumer psychology in China. Using empirical methods from psychological science, it explores various scientific issues related to brands, including: brand operations, CIS and corporate image, brand enhancement, brand equity, celebrity effect, brand extension, brand loyalty and switching, and the effectiveness of brand communication in online advertising. Grounded in the scientific summary of empirical research, the book also conducts a literature review and analysis of foreign research materials. Additionally, it includes a dedicated chapter on methodologies and testing techniques for brand research. It is worth noting that the research on brand traits was approved and funded by the National Natural Science Foundation of China in 2004. This is a research monograph reflecting the modern development perspective of brand science both domestically and internationally, and it is bound to promote the scientific advancement of brand development and advertising academia in China. It is particularly suitable for professionals in the fields of economic psychology or behavioral economics, advertising, marketing, communication, as well as researchers and students in related disciplines.