Brands, Branding, and Consumerism
Personal and Social Influences on Consumption
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Beschreibung
This book focuses on exploring the dynamics of brands and branding in relation to individual consumers and societal members’ behaviour. The term consumerism is often used in two different contexts which are: (1) the dynamics of consumption that delineate consumers and link them, and (2) the notion of consumer movement that advocates the rights of the consumers against the powers of businesses. Both of these are explored in various ways in the book. The chapters address different aspects of consumption activities in relation to branding encapsulating personal influences on consumption such as motivation, perception, learning, attitude, the self, and personality. Similarly, chapters on how social settings influence brand consumption ranging from culture, sub-culture, and reference groups are incorporated into the book. Apart from luxury brand consumption, social media marketing, and consumer protection in relation to branding context, other contemporary topics such as ethics, and sustainable consumption in relation to branding, are also covered with regard to brands and branding in the book.
Ayantunji Gbadamosi is Associate Professor in Marketing, and Chair for the School Research Ethics Committee at the Royal Docks School of Business and Law, University of East London, UK. He has once served as the Research Coordinator and The Chair of the Research and Knowledge Exchange Committee in the school. He received his PhD from the University of Salford, UK and has taught marketing courses at various institutions including the University of Lagos (Nigeria), University of Salford (UK), Manchester Metropolitan University (UK), Liverpool Hope University (UK), and various professional bodies. He is also a Visiting Professor at the Faculty of Management and Commerce, University of Fort Hare, South Africa.
This book focuses on exploring the dynamics of brands and branding in relation to individual consumers and societal members’ behaviour. The term consumerism is often used in two different contexts which are: (1) the dynamics of consumption that delineate consumers and link them, and (2) the notion of consumer movement that advocates the rights of the consumers against the powers of businesses. Both of these are explored in various ways in the book. The chapters address different aspects of consumption activities in relation to branding encapsulating personal influences on consumption such as motivation, perception, learning, attitude, the self, and personality. Similarly, chapters on how social settings influence brand consumption ranging from culture, sub-culture, and reference groups are incorporated into the book. Apart from luxury brand consumption, social media marketing, and consumer protection in relation to branding context, other contemporary topics such as ethics, and sustainable consumption in relation to branding, are also covered with regard to brands and branding in the book.
Focuses on dynamics of brands and branding in relation to individual consumers and societal members’ behaviour Examine the dynamics of young consumers' brand relationships Explores the issues of brands and branding in relation to ethics and sustainable consumption
Autor*in
Ayantunji Gbadamosi
Themen in »Brands, Branding, and Consumerism«
Consumerism Consumer Behaviour Brand Personality Contemporary Branding Consumer Protection
Stimmen zu »Brands, Branding, and Consumerism«
“Bold, insightful, and deeply engaging, Brands, Branding, and Consumerism: Personal and Social Influences on Consumption by Dr Ayantunji Gbadamosi unpacks the intricate dance between identity, culture, and buying behaviour. A must-read for marketers, academics, and anyone fascinated by what drives us to connect with brands. This book is a game-changer in understanding the power of consumerism today.” (Professor (Dr) Zubin Sethna, Regent’s University London, UK)
“An insightful and comprehensive exploration of branding and consumer behaviour, this volume edited by Dr. Ayantunji Gbadamosi offers a critical perspective on contemporary challenges and emerging trends. Covering diverse topics from digital branding to ethics and sustainability, it is an indispensable resource for scholars and practitioners navigating the evolving landscape of consumerism and marketing.” (Associate Professor Akiko Ueno, University of Bradford, UK)
“This is an important and a long overdue book that contains many important and timely insights underpinning brands, branding and consumerism. The book covers topics from brand psychological influences on consumer behavior, consumers’ identity and brand personality, social media, consumer culture and sub-cultures to tourism, luxury brands and sustainable consumption, ethics and the role of brands in consumer protection. These well-thought-out topics make this book invaluable resource and a must-read for brand managers, marketing managers, marketing scholars and students in branding and marketing.” (Dr. Charles Blankson, Professor of Marketing and Chair, University of North Texas, USA)
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