000			01946nam a22002057a 4500
999			_c5092 _d5092
005			20230314161839.0
008			230314b ||||| |||| 00| 0 eng d
020			_a9781138326897
082			_a658.8 _bSIN
100			_aSingh, Jaywant _911900
245			_aBrands and consumers: _ba research overview
260			_bRoutledge _aNew York _c2023
300			_a121 p.
365			_aGBP _b44.99
504			_aTable of Contents 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
520			_aBrand 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.
650			_aBranding (Marketing) _9408
700			_aCrisafulli, Benedetta _912239
942			_2ddc _cBK