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  • Brands and Consumers

    A Research Overview

    by Jaywant Singh, Benedetta Crisafulli ...
    Series series State of the Art in Business Research
    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 ... Read more

    $34.99 USD