Brands and Consumers - Jaywant Singh, Benedetta Crisafulli

Brands and Consumers

A Research Overview
Buch | Hardcover
122 Seiten
2022
Routledge (Verlag)
978-1-138-32689-7 (ISBN)
57,35 inkl. MwSt
Brand management is firmly established as a core business and marketing activity, whilst the study of how consumers react to brands is evolving globally. This shortform book provides a premium research overview of these core business topics as a platform for future research and practice.
Brand management is firmly established as a core business and marketing activity. The research evidence on how consumers react to branding, however, is in constant evolution globally. This short-form book provides a comprehensive overview of research evidence on several core branding topics whilst acting as a catalyst for advancing future research and informing business practice.

The book fills a gap created by prior volumes on branding that, although well- illustrated and explained, have often approached the subject in somewhat uncritical manner. The book represents a timely compendium on popular topics in branding and aims to be a valuable addition to knowledge in branding. The book focuses on reviewing research in branding and brand management, and proposes areas for expanding research in the field. Recognising the diversity of research in branding, the authors of this book, as active branding researchers, attempt to discuss the limitations of current research and provide insights for future explorations.

The book will be of interest and a resource for academic researchers, branding practitioners, business students and policymakers who view branding as an evidence-oriented discipline.

Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK. Benedetta Crisafulli is Senior Lecturer in Marketing at Birkbeck, University of London, UK.

1. Introduction 2. Consumer–Brand Relationship 3. Brands and Society 4. Brand in Services 5. How Consumers Buy Brands 6. Brand Partnerships 7. New Approaches to Brand–Consumer Research

Erscheinungsdatum
Reihe/Serie State of the Art in Business Research
Zusatzinfo 1 Tables, black and white
Verlagsort London
Sprache englisch
Maße 138 x 216 mm
Gewicht 258 g
Themenwelt Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
Wirtschaft Volkswirtschaftslehre
ISBN-10 1-138-32689-5 / 1138326895
ISBN-13 978-1-138-32689-7 / 9781138326897
Zustand Neuware
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