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    Branding and digital analytics

    Borel, L.-H. and Christodoulides, George (2016) Branding and digital analytics. In: Dall'Olmo Riley, F. and Singh, J. and Blankson, C. (eds.) The Routledge Companion to Contemporary Brand Management. Routledge Companions in Business, Management and Accounting. Abingdon, UK: Routledge. ISBN 9780415747905.

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    Abstract

    Book synopsis: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

    Metadata

    Item Type: Book Section
    Keyword(s) / Subject(s): branding, digital analytics, social media, consumer brand engagement
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: George Christodoulides
    Date Deposited: 12 Feb 2016 09:13
    Last Modified: 27 Dec 2017 01:10
    URI: http://eprints.bbk.ac.uk/id/eprint/14186

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