|
Showing 1 - 7 of
7 matches in All Departments
Concise overview of the research field, saves time for researchers
Written by expert authority on the topic Covers a topic of growing
interest to business scholars and beyond
The amount and range of brand related literature published in the
last fifty years can be overwhelming for brand scholars. This
Companion provides a uniquely comprehensive overview of
contemporary issues in brand management research, and the
challenges faced by brands and their managers. Original
contributions from an international range of established and
emerging scholars from Europe, US, Asia and Africa, provide a
diverse range of insights on different areas of branding,
reflecting the state of the art and insights into future
challenges. Designed to provide not only a comprehensive overview,
but also to stimulate new insights, this will be an essential
resource for researchers, educators and advanced students in
branding and brand management, consumer behaviour, marketing and
advertising.
'A serious, thoughtful consumer behaviour text that focuses on
substance rather than what's fashionable in academic circles.'
Professor Byron Sharp, Ehrenberg-Bass Institute, University of
South Australia 'A thought-provoking text that challenges readers
to consider consumer behaviour in new and refreshing ways and
reflect on routine behaviours that occupy so much of daily life -
buying brands, patronising stores, watching adverts, making
recommendations.' Professor Mark Uncles, Deputy Dean, Australian
School of Business, University of New South Wales Written by
respected marketing academics, this popular textbook extends beyond
a basic psychological approach to Consumer Behaviour by providing a
more empirical understanding of the subject, helping students grasp
marketing applications at both individual and market levels. The
fourth edition maintains a strong focus on research, particularly
quantitative methods, helping higher-level students develop
analytical and evidence-based thinking for success in scholarly and
industry-based marketing research. The textbook contains new
examples, exercises and research findings, along with recent
advancements in the digital environment. Suitable for upper
undergraduate and postgraduate students taking courses in consumer
behaviour, as well as doctoral candidates with a focus on consumer
behaviour. Robert East is Emeritus Professor at Kingston University
London, UK. Jaywant Singh is Professor of Marketing at Southampton
Business School, University of Southampton, UK. Malcolm Wright is
Professor of Marketing at Massey University, New Zealand. Marc
Vanhuele is Professor of Marketing at HEC Paris, France.
The amount and range of brand related literature published in the
last fifty years can be overwhelming for brand scholars. This
Companion provides a uniquely comprehensive overview of
contemporary issues in brand management research, and the
challenges faced by brands and their managers. Original
contributions from an international range of established and
emerging scholars from Europe, US, Asia and Africa, provide a
diverse range of insights on different areas of branding,
reflecting the state of the art and insights into future
challenges. Designed to provide not only a comprehensive overview,
but also to stimulate new insights, this will be an essential
resource for researchers, educators and advanced students in
branding and brand management, consumer behaviour, marketing and
advertising.
How are brands created? How can their value be measured? What
opportunities do co-branding and 'born global' digital brands
present? Explore these areas and more with this clear and concise
brand management textbook. Brand Management combines practical and
real-life applications with a range of perspectives and research
insights into the theoretical, societal and socio-cultural contexts
to cover all the key aspects of brand management. Exploring areas
such as the key definitions and elements of branding, brand loyalty
and positioning and brand communication, it offers an
easy-to-follow operationalized focus on areas such as measuring
brand equity which are lacking in some other texts. Featuring case
studies and examples throughout from the likes of Uber, Guinness,
Li-Ning, Arm & Hammer, Balenciaga and Netflix, Brand Management
also examines up to the minute topics including managing brand
crisis, brands and societal responsibility and digital brand
analytics. Written by active researchers who have widely published
in the area and possess extensive industry experience, it is
supported by a range of features, including learning outcomes, 'in
practice' boxes, key concepts and discussion questions. With online
resources consisting of lecture slides, video links and an
instructors' manual containing further case studies and exercises,
this is an indispensable resource for students studying brand
management.
'A serious, thoughtful consumer behaviour text that focuses on
substance rather than what's fashionable in academic circles.'
Professor Byron Sharp, Ehrenberg-Bass Institute, University of
South Australia 'A thought-provoking text that challenges readers
to consider consumer behaviour in new and refreshing ways and
reflect on routine behaviours that occupy so much of daily life -
buying brands, patronising stores, watching adverts, making
recommendations.' Professor Mark Uncles, Deputy Dean, Australian
School of Business, University of New South Wales Written by
respected marketing academics, this popular textbook extends beyond
a basic psychological approach to Consumer Behaviour by providing a
more empirical understanding of the subject, helping students grasp
marketing applications at both individual and market levels. The
fourth edition maintains a strong focus on research, particularly
quantitative methods, helping higher-level students develop
analytical and evidence-based thinking for success in scholarly and
industry-based marketing research. The textbook contains new
examples, exercises and research findings, along with recent
advancements in the digital environment. Suitable for upper
undergraduate and postgraduate students taking courses in consumer
behaviour, as well as doctoral candidates with a focus on consumer
behaviour. Robert East is Emeritus Professor at Kingston University
London, UK. Jaywant Singh is Professor of Marketing at Southampton
Business School, University of Southampton, UK. Malcolm Wright is
Professor of Marketing at Massey University, New Zealand. Marc
Vanhuele is Professor of Marketing at HEC Paris, France.
Products in fast moving consumer goods categories come as different
variants such as pack-sizes, pack-types, flavours, forms, formulae,
etc. These variants are functionally highly differentiated from
each other, often each based on a specific attribute. This research
study empirically examined whether these functional differences
affect customer loyalty for the variants of products. A number of
market performance measures were used to assess the impact of
market shares size on levels of loyalty. This book is useful tool
for understanding a robust method of examining patterns of loyalty
in consumer markets. The findings here have conceptual and
practical significance, giving insights into a so far largely
unknown aspect of consumer behaviour. This knowledge should help
business managers develop a better understanding of marketing
management-related issues such as product, line and brand
management, assessing competitive tactics, setting targets for new
brands, and impact of promotion and other marketing mix factors on
the growth of brands. The book should also help consumer
researchers as it reveals several future research directions.
|
|