This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice.
It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.
The Continuum of Consumer Choice
Corporate Branding in Logistics and Transportation Recent Developments and Emerging Issues
Peopling Marketing, Organization, and Technology Interactionist Studies in Marketing Interaction
Consuming Atmospheres Designing, Experiencing, and Researching Atmospheres in Consumption Spaces
Branded Content and Entertainment in Advertising A Theoretical and Empirical Study of Creative Advertising Practices
Information Asymmetry in Online Advertising
By Gordon R. Foxall
March 12, 2024
Human consumption is multi-faceted and so requires inter-disciplinary exploration in order to explain a spectrum of experience that is at once particular and all-pervading. Consumer choice is a microcosm of human activity which transcends the purview of the archetypal marketing or consumer ...
By Nor Aida Abdul Rahman, T C Melewar, Pantea Foroudi, Suraksha Gupta
March 05, 2024
The academic and scholar interest in the subject of branding in both consumer and industrial market has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial business-to-business ...
By Dirk vom Lehn
January 31, 2024
Peopling Marketing, Organization, and Technology takes an interactionist attitude to study the organization of marketing interaction and the embedding of technology within that organization. By analysing clear illustrative studies, this book explicates the interactionist attitude and demonstrates ...
By Vincent Mabillard, Martial Pasquier, Renaud Vuignier
December 04, 2023
As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political ...
By Anna Grudecka, Marzanna K. Witek-Hajduk
October 01, 2023
Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary ...
By Chloe Steadman, Jack Coffin
October 09, 2023
Atmosphere is a term often used in everyday life to describe how a consumption space feels and has long been an important theme within marketing. There has been renewed interest in atmosphere over recent years in marketing and beyond, with the concept at a crucial point in its development. However,...
By Pantea Foroudi, Maria Teresa Cuomo
September 29, 2023
Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organizations must react and adapt quickly to compete. This book investigates and explores the impact of digital ...
By Maria Teresa Cuomo, Pantea Foroudi
September 29, 2023
Technological advances, alongside increasing globalisation and growing awareness of socio-cultural and socio-political issues, are driving corporate branding innovations, and organisations must react and adapt quickly to compete. This book investigates and explores the impact of digital ...
By María Rodríguez-Rabadán Benito
June 23, 2023
In recent years, branded content and entertainment have become standard practice for brands, advertising agencies, and production companies. This volume analyzes branded content through a theoretical and empirical study to examine the factors that have led to exponential growth and the adaptation ...
By Katarzyna Sanak-Kosmowska
May 31, 2023
This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing. It ...
By Jan W. Wiktor, Katarzyna Sanak-Kosmowska
May 31, 2023
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and ...
By Elena Chatzopoulou
March 17, 2023
Ethnic-themed restaurants are informal but powerful ambassadors for a country’s culture and contributors to local and national economies. Communicating authenticity and quality are essential characteristics in the development of a competitive and effective marketing strategy for restaurants. This ...