Jaywant Singh, Benedetta Crisafulli

Brands and Consumers (eBook, PDF)

A Research Overview

• Format: PDF

Produktbeschreibung

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.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 128
• Erscheinungstermin: 27. Dezember 2022
• Englisch
• ISBN-13: 9780429831157
• Artikelnr.: 66867382

Autorenporträt

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.

Inhaltsangabe

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

Rezensionen

"This book provides a much needed roadmap to the study of branding in marketing. The authors provide sensible summaries of key work in the area, and contextualise branding research within a series of appropriately defined subfields. The resulting text will be an invaluable aid for scholars of brands and the consumer, whether studying past literature or conducting their own research." Malcolm Wright, Massey University, New Zealand