Cover A Research Agenda for Brand Management in a New Era of Consumerism

A Research Agenda for Brand Management in a New Era of Consumerism

Elgar Research Agendas

Tracking the seismic shifts in consumerism over time, this cutting-edge Research Agenda provides a theoretical and methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in brand management give insights into the exponential growth of the field and identify promising directions for future investigation.

Keywords:
Brand Management; Brand Awareness; Brand Loyalty; Brand Equity; Brand Design; Brand Strategy
Restricted access
Monograph Book
Published:
15 Sep 2023
Print ISBN:
9781803925509
eISBN:
9781803925516
DOI:
https://doi.org/10.4337/9781803925516
Pages:
316
Collection:
Business 2023
Copyright:
Copyright Edward Elgar Publishing 2023
Buy Print
Redeem Token