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E22 Endnotes Rein, Philip Kotler, and Ben Shields, The Elusive Fan: Reinventing Sports in a Crowded Marketplace New York: McGraw-Hill, 2006. 13. Mark Borden, “Shaun White Lifts Off,” Fast Company, February 2009, pp. 56–65; Mike Duff, “Target Cuts Across Fashion with Shaun White,” bnet.com, February 20, 2009. 14. Kevin Lane Keller, Strategic Brand Management, 3rd ed. Upper Saddle River, NJ: Prentice Hall, 2008; David A. Aaker and Erich Joachimsthaler, Brand Leadership New York: Free Press 2000; David A. Aaker, Building Strong Brands New York: Free Press, 1996; David A. Aaker, Managing Brand Equity New York: Free Press, 1991. 15. Other approaches are based on economic principles of signaling, for example, Tulin Erdem, “Brand Equity as a Signaling Phenomenon,” Journal of Consumer Psychology 7 1998, pp. 131–57; or more of a sociological, anthropological, or biological perspective e.g., Grant McCracken, Culture and Consumption II: Markets, Meaning, and Brand Management Bloomington: Indiana University Press, 2005; Susan Fournier, “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research 24 September 1998, pp. 343–73; Craig J. Thompson, Aric Rindfleisch, and Zeynep Arsel, “Emotional Branding and the Strategic Value of the Doppelganger Brand Image,” Journal of Marketing 70 January 2006, pp. 50–64. 16. Jennifer L. Aaker, “Dimensions of Brand Personality,” Journal of Marketing Research 34 August 1997, pp. 347–56; Jean-Noel Kapferer, Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity London: Kogan Page, 1992, p. 38; Scott Davis, Brand Asset Management: Driving Profitable Growth through Your Brands San Francisco: Jossey-Bass, 2000. For an overview of academic research on branding, see Kevin Lane Keller, “Branding and Brand Equity,” Bart Weitz and Robin Wensley, eds., Handbook of Marketing London: Sage Publications, 2002, pp. 151–78; Kevin Lane Keller and Don Lehmann, “Brands and Branding: Research Findings and Future Priorities,” Marketing Science 25 November–December 2006, pp. 740–59. 17. Kevin Lane Keller, Strategic Brand Management, 3rd ed. Upper Saddle River, NJ: Prentice Hall, 2008. 18. Theodore Levitt, “Marketing Success through Differentiation—of Anything,” Harvard Business Review, January–February 1980, pp. 83–91. 19. Kusum Ailawadi, Donald R. Lehmann, and Scott Neslin, “Revenue Premium as an Outcome Measure of Brand Equity,” Journal of Marketing 67 October 2003, pp. 1–17. 20. Jon Miller and David Muir, The Business of Brands West Sussex, England: John Wiley Sons, 2004. 21. Michael Bush, “Virgin America,” Advertising Age, November 16, 2009, p. 12. 22. Kevin Lane Keller, “Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands,” Marketing Management 10 July–August 2001, pp. 15–19. 23. For some academic insights, see Matthew Thomson, Deborah J. MacInnis, and C. W. Park, “The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands,” Journal of Consumer Psychology 15 2005, pp. 77–91; Alexander Fedorikhin, C. Whan Park, and Matthew Thomson, “Beyond Fit and Attitude: The Effect of Emotional Attachment on Consumer Responses to Brand Extensions,” Journal of Consumer Psychology 18 2008, pp. 281–91; Jennifer Edson Escalas, “Narrative Processing: Building Consumer Connections to Brands,” Journal of Consumer Psychology 14 1996, pp. 168–79. For some managerial guidelines, see Kevin Roberts, Lovemarks: The Future beyond Brands New York: Powerhouse Books, 2004; and Douglas Atkins, The Culting of Brands New York: Penguin Books, 2004. 24. Paul Rittenberg and Maura Clancey, “Testing the Value of Media Engagement for Advertising Effectiveness,” www.knowledgenetworks.com, Spring–Summer 2006, pp. 35–42. 25. M. Berk Ataman, Carl F. Mela, and Harald J. van Heerde, “Building Brands,” Marketing Science 27 November–December 2008, pp. 1036–54. 26. Walter Mossberg, “Is Bing the Thing?” Wall Street Journal, June 2, 2009, p. R4; Burt Heim, “The Dubbing of ‘Bing,’” BusinessWeek, June 15, 2009, p. 23; Todd Wasserman, “Why Microsoft Chose the Name ‘Bing,’” Brandweek, June 1, 2009, p. 33. 27. Rachel Dodes, “From Tracksuits to Fast Track,” Wall Street Journal, September 13, 2006. 28. “42 Below,” www.betterbydesign.org.nz, September 14, 2007. 29. Amanda Baltazar, “Silly Brand Names Get Serious Attention,” Brandweek, December 3, 2007, p. 4. 30. Alina Wheeler, Designing Brand Identity Hoboken, NJ: John Wiley Sons, 2003. 31. Pat Fallon and Fred Senn, Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage Cambridge, MA: Harvard Business School Press, 2006; Eric A. Yorkston and Geeta Menon, “A Sound Idea: Phonetic Effects of Brand Names on Consumer Judgments,” Journal of Consumer Research 31 June, pp. 43–51; Tina M. Lowery and L. J. Shrum, “Phonetic Symbolism and Brand Name Preference,” Journal of Consumer Research 34 October 2007, pp. 406–14. 32. For some interesting theoretical perspectives, see Claudiu V. Dimofte and Richard F. Yalch, “Consumer Response to Polysemous Brand Slogans,” Journal of Consumer Research 33 March 2007, pp. 515–22. 33. John R. Doyle and Paul A. Bottomly, “Dressed for the Occasion: Font-Product Congruity in the Perception of Logotype,” Journal of Consumer Psychology 16 2006, pp. 112–23; Kevin Lane Keller, Susan Heckler, and Michael J. Houston, “The Effects of Brand Name Suggestiveness on Advertising Recall,” Journal of Marketing 62 January 1998, pp. 48–57; For an