This book examines how the emergence of new media brings brought challenges to the North American sport industry, discussing challenges in terms of a shift from an information economy to an attention economy perspective.
This book brings order to the chaotic and rapidly evolving world of influencer marketing by providing readers with much needed context, frameworks, and best practices.
With a special focus on private label food brands and manufacturer brands, this book provides a comprehensive overview of the fast-moving consumer goods marketing landscape.
This book serves as a guide to developing and designing the right sound to enhance a product's identity, its use, its affordance and its acceptance by consumers.
Providing a critical insight into the growth of the secondhand luxury and vintage fashion industry, this book offers a compendium of business developments from across the globe, including examples from Europe, the Middle East and Asia.
Presenting a scientific exploration of personal branding and digital communication, this ground-breaking book aims to fill a gap between theory and practice.
Exploring the elements that constitute the perceived luxuriousness of a brand, this book addresses the changing definitions of the term 'luxury' in today's world.
Demonstrating the potential of building strong brands in the energy sector, this book explores the challenges of shifting the perception of energy from a commodity business into a consumer brand.
Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management.
This book examines how the emergence of new media brings brought challenges to the North American sport industry, discussing challenges in terms of a shift from an information economy to an attention economy perspective.
When a customer, employee, or investor is faced with a choice of companies amidst a sea of competitors, they increasingly consider how responsible that organization is.
Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement.
This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021).
