Read more
The "Great Thinkers in Marketing" series highlights the significant contributions of the most influential scholars to marketing research, theory, and practice. The series and volume editors organize each legend's most impactful articles into several volumes as an anthology set. Volume editors also seek commentaries from other scholars familiar with the legend's work on the articles included in that volume.
This set, comprising six volumes of contributions of Donald Lehmann, covers a broad spectrum of topics relating to customer behavior and decision-making processes, the estimation of stochastic models, empirical replication for theoretical generalization, advertising and branding, new product and innovation diffusion, and performance outcomes of marketing strategy.
This volume, edited by Kevin Lane Keller, addresses Lehmann s impact on advertising and branding research. Examining his work on advertising effectiveness and efficiency, it also focuses on his contributions to building and assessing brand strength. Additionally, Lehmann's exploration of communication and branding strategies for new products is discussed. Featuring an interview with Lehmann himself as well as three insightful commentaries from frequent co-authors of his, this work showcases Lehmann s enduring influence on advertising and branding scholarship.
List of contents
1. Set Introduction.- 2. Volume V Introduction: Advertising and Branding.- 3. An Experimental Study of Relationships Between Attitudes, Brand Preference, and Choice.- 4. Responses to Advertising a New Car.- 5. Holbrook, Morris B. and Donald R. Lehmann (1980) "Form versus Content in Predicting Starch Scores.- 6. The Prisoner's Dilemma and the Role of Information in Setting Advertising Budgets.- 7. When Does Advertising Have an Impact? A Study of Tracking Data.- 8. The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice.- 9. Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble s Value Pricing Strategy.- 10. The Truth Hurts: How Customers May Lose from Honest Advertising.- 11. Effects of Usage and Name on Perceptions of New Products.- 12. A Model of Marketing Mix, Brand Switching, and Competition.- 13. The Influence of New Brand Entry on Subjective Brand Judgments.- 14. Context Effects, New Brand Entry, and Consideration Sets.- 15. The Effects of Advertised and Observed Quality on Expectations About New Product Quality.- 16. Building a Multi-Category Brand: When Should Distant Brand Extensions Be Introduced?.- 17. The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin.- 18. The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences.- 19. Revenue Premium as an Outcome Measure of Brand Equity.- 20. Brands and Branding: Research Findings and Future Priorities.- 21. Assessing Brand Equity Through Add-on Sales.- 22. Adolescents Perceived Brand Deprivation Stress and Its Implications for Corporate and Consumer Well-Being.- 23. Don Lehmann Impactful and Relevant on Both Sides of the Aisle.- 24. Donald R. Lehmann: A Tribute.- 25. The Three Faces of Don Lehmann.
