Introduction -- Part I: historical perspectives on brand advertising -- 2. Overview: visual branding in historical perspective -- Part II: brand marks -- 3. A typology of brand marks -- 4. How and why brand marks vary across product categories -- 5. Rhetorical evolution of brand marks -- Part...

Despite the significant emphasis that most instructors place on textbooks in introductory accounting courses, little research exists to describe how students use and interact with their textbooks. Using learning journals, 172 undergraduate students provided detailed, real-time accounts of their...