Brands and Consumers: A Research Overview

ISBN-13: 9781138326897 / Angielski / Twarda / 2022 / 136 str.

Benedetta Crisafulli

Opis

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.

Spis treści

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