Brands and Consumers by Benedetta Crisafulli HARDBACK 9781138326897

Brands and Consumers by Benedetta Crisafulli HARDBACK 9781138326897

Taylor & Francis

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.\nThe 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\n\nBrands and Consumers\nA Research Overview\nFree UK delivery on this item.\n\nThis brand new item is available with free UK delivery using Royal Mail tracked services.\n\nPlease note: the price a;

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