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.
Edited
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,...
Edited
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 ...
Edited
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 ...
Edited
By Gaurav Gupta, Mandakini Paruthi, Shivinder Nijjer
February 28, 2023
Religion is an important part of individual lives, playing a major role in our decision making and puchasing. Understanding the influence of religion on consumer behaviour is therefore an essential practice for business. The COVID-19 pandemic has especially enhanced the influence of consumers’ ...
By Honorata Howaniec
February 24, 2023
Changes in the economy and greater competition force us to adapt our business practices and to take greater account of the needs of consumers and the social problems they care about. Consumers are placing an increasing weight on the social responsibility of the organisations they choose to purchase...
By Heidi Hansen
January 09, 2023
This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the ...
Edited
By T C Melewar, Charles Dennis, Pantea Foroudi
January 09, 2023
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity ...
By Xi Liu
January 09, 2023
This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own ...