Brands and Consumers: A Research Overview

Description

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. The 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 in the field. Recognising the diversity of research in branding, the authors of this book, as active branding researchers, attempt to discuss the limitations of current research and provide insights for future explorations. The book will be of interest and a resource for academic researchers, branding practitioners, business students and policymakers who view branding as an evidence-oriented discipline. Cover Half Title Series Information Title Page Copyright Page Table of Contents 1 Introduction References 2 Consumer–Brand Relationship 2.1 Introduction 2.2 The Foundations of the Concept of Consumer–Brand Relationships 2.3 Self-Brand Connection 2.4 Brand Engagement 2.5 Brand Trust, Brand Commitment and Brand Love References 3 Brands and Society 3.1 Introduction 3.2 CSR and Brands 3.3 When Brands Employ Cause-Related Marketing 3.4 Brand Activism and Its Impact 3.5 Brands Innovating for Social Good Notes References 4 Brands in Services 4.1 Introduction 4.2 The Origins of Service Branding 4.3 Service Brand Quality and Satisfaction 4.4 Service Brand Experience – Touchpoints, Customer Journey 4.5 Service Brand Failure and Recovery Management 4.6 New Developments in Service Branding Research References 5 How Consumers Buy Brands 5.1 Introduction 5.2 Empirical Generalisations in Marketing 5.3 Brand Performance Metrics/Measures 5.3.1 Purchase Frequency 5.3.2 100%-Loyal Buyers 5.3.3 Share of Category Requirements 5.3.4 Heavy Buyers 5.3.5 Light Buyers 5.3.6 Duplication of Purchase 5.4 How Theory Explains Brand Loyalty 5.5 Applications in Marketing 5.6 Recent Research Advances References 6 Brand Partnerships 6.1 Introduction 6.2 Benefits and Drivers of Co-Branding 6.3 Spill Over Effects in Co-Branding 6.4 Research On Different Types of Brand Alliances 6.5 Brand Partnerships in Business-To-Business Markets References 7 New Approaches to Brand–Consumer Research 7.1 Introduction 7.2 Brands and Social Media Influencers 7.3 Methodological Advances in Consumer–Brand Research 7.4 Neuroscience in Branding 7.5 Branding in the Event of Crises 7.6 Branding in the BoP Markets References Index