Singh, J. and Crisafulli, Benedetta (2022) Brands and consumers: a research overview. Taylor & Francis. ISBN 9780429449598.
Abstract
Book synopsis: 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.
Metadata
| Item Type: | Book |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Research Centres and Institutes: | Responsible Business Centre |
| Depositing User: | Benedetta Crisafulli |
| Date Deposited: | 16 Jan 2023 14:24 |
| Last Modified: | 02 Aug 2023 18:19 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/50284 |
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