Brands and Consumers: A Research Overview (State of the Art in Business Research)

Jaywant Singh is Professor of Marketing at Southampton Business School, University of Southampton, UK.

Benedetta Crisafulli is Senior Lecturer in Marketing at Birkbeck, University of London, UK.

Title: Brands and Consumers: A Research Overview (State of the Art in Business Research)

Author: Singh, Jaywant,Crisafulli, Benedetta

ISBN: 9781138326897

Binding:

Publisher: Taylor & Francis Ltd

Publication Date: 2022-12-27

Number of Pages: 122

Weight: 0.2551 kg

This book provides a much needed roadmap to the study of branding in marketing. The authors provide sensible summaries of key work in the area, and contextualise branding research within a series of appropriately defined subfields. The resulting text will be an invaluable aid for scholars of brands and the consumer, whether studying past literature or conducting their own research. Malcolm Wright, Massey University, New Zealand