Alexander L. Biel

Brand Equity and Advertising: Advertising's Role in Building Strong Brands

Paul M. Herr, David A. Aaker, Alexander L. Biel · Journal of Marketing Research · 1994 · 316 citations

Business, Marketing, Marketing Management +14

The Brand Personality Component of Brand Goodwill: Some Antecedents and Consequences

David A. Aaker, Alexander L. Biel · 2013 · 256 citations

Business, Marketing, Marketing Management +14

Converting Image Into Equity

David A. Aaker, Alexander L. Biel, Alexander L. Biel · 2013 · 176 citations

Arts, Media Arts, Digital Imaging +8

Advertising, Perceived Quality, and Brand Image

David A. Aaker, Alexander L. Biel · 2013 · 122 citations

Business, Marketing, Marketing Management +14

Discovering brand magic: the hardness of the softer side of branding

Alexander L. Biel · International Journal of Advertising · 1997 · 91 citations

Business, Marketing, Marketing Management +12