methodological roadmap of brand management research in the third age of consumption. Leading experts and pioneers of key concepts in … brand management give insights into the exponential growth of the field and identify promising directions for future … investigation. Illustrating the significant depth and breadth of research in brand management, contributors explore both …

This important Handbook explores new and emerging directions in both brand management research and practice. It … encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand … management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks …

topics in consumer research and economic psychology from behaviourism and brand loyalty to trust and the psychology of …