Introduction to this Text -- PART 1 -- Chapter 1: Consumer Decision Making Strategies -- PART 2 -- Chapter 2: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury Consumer Behavior -- Chapter 7: Digital Consumer Behavior...

Intense competition dictates companies to perform better by being consistent. The application of integrated marketing communication components makes firms successful as it creates brand awareness and create customers loyalty. This research has observed the effect of integrated marketing...

This paper examines three important issues in brand management – the route to brand growth, the idea that brands should be uniquely differentiated, and the building and maintenance of brand equity. The chapter presents evidence from numerous studies to show that:(1) the route to brand growth...

The heterogeneous behaviour of consumers towards the choice of various brands in a particular segment can be explained by the influence of various factors underlying their decisions and its brand equity. The objective of this study is the identification and study of factors influencing...

This article adds to extant research by investigating the association between consumers’ attitudes towards cause-related marketing (CRM) and brand resonance during Covid-19 crisis. It specifically proposes the moderating effect of advertising and news articles’ effectiveness in the indirect...

"Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary. Tracking the seismic shifts in consumerism over time,...