Brands and Consumers : A Research Overview
- Author
- Jaywant Singh, Benedetta Crisafulli
- Publication Year
- 2023
- Publisher
- Routledge
- Language
- English
- Document Type
- Book
- Faculty / Subject Heading
- Business Administration
- Download Book Read book
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 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.
Keywords: Business / Marketing / Consumer Behaviour / Brand Management / Management and Marketing / Economics / Finance / Business & Industry
