Work

Brand Management, Marketing Communication, and Promotion Management for People, Planet, and Profit

Year: 2025

Type: book-chapter

Source: Classroom companion: business

DOI: 10.1007/978-3-031-79130-7_4

Authors: S. M. Riad Shams, David M Brown, Kimberley Hardcastle

Institutions: Northumbria University, Heriot-Watt University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: closed

OpenAlex ID: W4408953216

FWCI: 11.68

Cites: 36

Cited by: 6

Related to: 10