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Brands and Consumers : A Research Overview.
・ISBN 978-1-138-32689-7 2022 hard GB£ 67.99
￥21,539.- (税込) ※（※）価格はご注文時の参考価格となります。
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・ISBN 978-1-032-44330-0 2024 paper GB£ 28.99
￥9,183.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-0-429-44959-8
| 著者・編者 | Singh, Jaywant / Crisafulli, Benedetta, |
|---|---|
| シリーズ | State of the Art in Business Research |
| 出版社 | (Routledge, UK) |
| 出版年月 | 2022.12 |
| ページ数 | 122 pp. |
| 言語 | ENG |
| ニュース番号 | ＜689-183＞ |
解説
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.