Karen Tejedor Bowen
Tutor information is taken from the Module Catalogue
As this module spans two areas, marketing and design, there is no single textbook which comprehensively covers the entire programme so some reading will be distributed to you in class.
Recommended (but not required) for purchase:
*Keller, Kevin Lane (2019). Strategic Brand Management: Building, Measuring and Managing Brand Equity − Global Edition (5th edition), Pearson
A comprehensive text giving in-depth coverage. Focus is international, rather than purely European.
Note: the chapters in the table below refer to this book. Any version/edition of Keller’s book is fine. A PDF file of the previous 4th edition of this textbook might be available on the internet.
The following texts are also recommended:
Aaker, David (1996). Building Strong Brands, Free Press. Any edition is fine. Chapter 3 available as an Online Course Reading in Minerva.
Keller Ch 1
Keller Ch 2
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. Journal of brand management, 11(2), 143-155.
Schmitt, B. (2012). The consumer psychology of brands. Journal of consumer psychology, 22(1), 7-17.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of consumer research, 32(3), 378-389.
Ch 2, 3, 8, 9, 10
Keller, K.L. (2001). Building customer-based brand equity: A blueprint for creating strong brands, working paper 01-107, Marketing Science Institute
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 16(3), 310-321.
Ch 12, 13
Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of marketing, 54(1), 27-41.
Aaker, D. (1990). Brand extensions: The good, the bad, and the ugly. MIT Sloan Management Review, 31(4), 47.
Olins, W. (2008). The Brand Handbook. Thames & Hudson
Chandler, D. (2001). Semiotics, The Basics. Routledge.
Pfaller, R. (2017). Interpassivity: The Aesthetics of Delegated Enjoyment. Edinburgh University Press
Baudrillard, J. (1994). Simulacra and simulation / by Jean Baudrillard ; translated by Sheila Faria Glaser University of Michigan Press.
Montana, Jordi & Guzman, Francisco & Moll, Isa. (2007). Branding and Design Management: A Brand Design Management Model. Journal of Marketing Management. 23. 829-840. 10.1362/026725707X250340
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Atwal, G., & Williams, A. (2017). Luxury brand marketing–the experience is everything!. In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Han, Y. J., Nunes, J. C., & Drèze, X. (2010). Signaling status with luxury goods: The role of brand prominence. Journal of marketing, 74(4), 15-30.
Nunes, J. C., Drèze, X., & Han, Y. J. (2011). Conspicuous consumption in a recession: Toning it down or turning it up?. Journal of Consumer Psychology, 21(2), 199-205.
Dar-Nimrod, I., Hansen, I. G., Proulx, T., Lehman, D. R., Chapman, B. P., & Duberstein, P. R. (2012). Coolness: An empirical investigation. Journal of individual differences.
Warren, C., & Campbell, M. C. (2014). What makes things cool? How autonomy influences perceived coolness. Journal of consumer research, 41(2), 543-563.
Belk, R. W., Tian, K., & Paavola, H. (2010). Consuming cool: Behind the unemotional mask. In Research in consumer behavior (pp. 183-208). Emerald Group Publishing Limited.
Sbarbaro, S., Van der Bergh, J., Veris, E., & De Ruyck, T. (2011). We got a crush on you(th)! Involving influential Gen Y'ers from 15 global cities to learn why someting is cool, ESOMAR (available on WARC)
Swaminathan, V., Sorescu, A., Steenkamp, J.B.E., O’Guinn, T.C.G. & Schmitt, B. (2020). Branding in a hyperconnected world: Refocusing theories and rethinking boundaries. Journal of Marketing, 84(2), pp.24-46.
Gobe, M. (2009). Emotional branding: the new paradigm for connecting brands to people, chapter 1, 3-27, New York: Allworth Press
Useful Online Resources
This list was last updated on 17/01/2022