3. Materiale didattico – Reading obbligatori

Elenco letture obbligatorie

1.2. Strategic Marketing Planning – McDonald.
1.2. PAPER -Strategic-Marketing-Planning-McDonald-2006
1.2. Sintesi Reading – Strategic Marketing Planning

2.2. The relative importance of brands in modified rebuy purchase situations – Zablah, Brown, Dountou.
2.2. PAPER – The relative importance of brands in modified rebuy purchase situations IJRM
2.2. Sintesi Reading – The relative importance of brands in modified rebuy purchase situations

3.1. The Brand relationship Spectrum – Aaker et al
3.1. PAPER – The Brand Relationship Spectrum – Aaker, D. – Joachimsthaler, E.
3.1. Sintesi Reading

3.2. Culture and Consumption: a Theoretical Account of the Structure and Mouvement of the Cultural Meaning of Consumer Goods – McCracken

3.2. PAPER – Culture and Consumption – Mc Cracken
3.2. Sintesi Reading – Culture and Consumption

4.1. Emotional Brand Attachment and Brand Personality – Malar et al
4.1. PAPER -Emotional-Brand-Attachment-and-Brand-Personality
4.1. Sintesi Reading – Emotional Brand Attachment and Brand Personality – Actual and the Ideal Self

4.2. Conceptualizing, measuring, and managing customer-based brand equity. – Keller
4.2. PAPER – Conceptualizing, Meausuring and Managing CBBE – Keller
4.2. Sintesi Reading – Conceptualizing, Meausuring and Managing CBBE

5.2. Branding in a Global Marketplace – Strizhakova et al
5.2. PAPER – Branding in a Global Marketplace IJRM
5.2. Sintesi Reading – Branding in a global marketplace

6.2. Brand communities and new product adoption – Thompson, Sinha
6.2. PAPER – Brand-communities-and-new-product-adoption
6.2. Sintesi Reading – Brand Communities and New Product Adoption
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