Brands, Branding, and Consumerism

Ayantunji Gbadamosi is Associate Professor in Marketing, and Chair for the School Research Ethics Committee at the Royal Docks School of Business and Law, University of East London, UK. He has once served as the Research Coordinator and The Chair of the Research and Knowledge Exchange Committee in the school. He received his PhD from the University of Salford, UK and has taught marketing courses at various institutions including the University of Lagos (Nigeria), University of Salford (UK), Manchester Metropolitan University (UK), Liverpool Hope University (UK), and various professional bodies. He is also a Visiting Professor at the Faculty of Management and Commerce, University of Fort Hare, South Africa.

Chapter 1: Branding, Consumerism, and Contemporary Marketing: A Critical Perspective Ayantunji Gbadamosi.- Chapter 2: Brands and Psychological Influences on Consumer Behaviour Ayantunji Gbadamosi Kareem Folohunso, Sani.- Chapter 3: Consumers, identity, and brand personality Vish Maheshwari, Elizabeth Larner, Mirage Islam, Hannah Burchell, Magdalena Marchowska- Raza.- Chapter 4: Social Media, Reference Groups, and Their Brands Palesa Makhetha-Kosi, Ntswaki Matlala, Knowledge Shumba Tshwane, Richard Shambare.- Chapter 5: Consumer Culture, Sub-cultures, and The Dynamics of the Contemporary Branding Dr Hsiao-Pei (Sophie) Yang,  Dr Rasha Elgendi, Coventry University Campus, Dr Mostafa Saadeldin, Dr Rana Samir.- Chapter 6: Tourism, place branding, and consumer behaviour Ayantunji Gbadamosi, David Bamber, Kareem Folohunso, Sani, Roshan Panditharathna, Md Ismil Hossain, Cedric Aimal Edwin.- Chapter 7: Brands, branding and young consumer behaviour Gift Donga, Tendai Chimucheka, Richard Shambare.- Chapter 8: Luxury Brands in Dynamic Times Kathy-Ann Fletcher, Christiana Stephen.- Chapter 9: Ethics, brands and sustainable consumption. DIliara Mingazova, Alshaimaa Bahgat Ezzat Alanadoly,  Suha Salem.- Chapter 10: Chapter 10: The Roles of Bands in Consumer Protection Ntswaki Matlala, Knowledge Shumba Tshwane, Tendai Chimucheka.