| Description |
1 online resource (x, 187 pages) : illustrations |
| Series |
Management science - theory and applications |
|
Management science--theory and applications series.
|
| Summary |
"This book presents current research in the area of branding and labeling. It covers a wide range of topics including brands, labels, marketing, econometrics, psychology, finance, health, economics, sociology, information, culture, heritage, retailing, etc. It addresses various areas of research such as consumer behavior in online advertising, franchising, mobile money markets, hospitality industries, packaging transparencies. The present book contributions use quantitative and qualitative methods such as experiments, case studies, questionnaires, mixed and empirical and conceptual approaches. The contributions are respectively presented in accordance with the following themes: consumer behavior and decisions, labelling strategy, brand market trends, branding local brands and theoretical research avenues"-- Provided by publisher |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Description based on online resource; title from digital title page (viewed on June 02, 2020) |
| Subject |
Branding (Marketing)
|
|
Consumer satisfaction -- Research
|
|
Qualitative research.
|
|
Quantitative research.
|
|
branding.
|
|
Branding (Marketing)
|
|
Consumer satisfaction -- Research
|
|
Qualitative research
|
|
Quantitative research
|
| Form |
Electronic book
|
| Author |
Kaswengi, Joseph, editor.
|
| LC no. |
2020005576 |
| ISBN |
1536175005 |
|
9781536175004 |
|
