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Brands and Consumers: A Research Overview

Brands and Consumers: A Research Overview
Brands and Consumers: A Research Overview

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.

Taylor & Francis
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Crisafulli, Benedetta
c2ffc9d5-6e13-4d5e-8402-c62586f1a0d3
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Crisafulli, Benedetta
c2ffc9d5-6e13-4d5e-8402-c62586f1a0d3

Singh, Jaywant and Crisafulli, Benedetta (2022) Brands and Consumers: A Research Overview , 1 ed. Taylor & Francis, 122pp.

Record type: Book

Abstract

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.

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More information

Published date: 1 January 2022
Additional Information: Publisher Copyright: © 2023 Jaywant Singh and Benedetta Crisafulli.

Identifiers

Local EPrints ID: 475971
URI: http://eprints.soton.ac.uk/id/eprint/475971
PURE UUID: 021f9bfb-6c7f-4941-ba43-daa16ef67229
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 03 Apr 2023 16:37
Last modified: 06 Jun 2024 02:07

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Contributors

Author: Jaywant Singh ORCID iD
Author: Benedetta Crisafulli

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