Navigating the Shifting Landscape of Consumer Behavior - Couverture rigide

Couverture rigide

ISBN 13 : 9798369315941

Editeur : IGI Global, 2024

Synopsis

The marketing world is transforming in this era of unprecedented technological advancement, changing consumer tastes, and evolving social norms. As information flows freely and brand loyalty becomes a coveted prize, understanding what motivates consumers to choose one brand over another is paramount. Navigating the Shifting Landscape of Consumer Behavior is an authoritative exploration of the dynamic interplay between consumers, brands, and the evolving digital environment. This book dives into the contemporary consumer behavior. The narrative reveals the phenomenon of brand activism as a significant force reshaping the marketing battlefield. No longer content to remain apolitical, brands are increasingly taking stances on pressing social and environmental issues. The book critically examines the dynamics of successful brand activism and explores customer reactions to companies championing social causes. The book incorporates real-world examples and practical tactics, making it an invaluable resource for marketing scholars, researchers, professionals, educators, and graduate students.

A propos du livre

À propos de l'auteur

Fatih Sahin currently works at Bandirma Onyedi Eylul University, where he conducts research in consumer behavior, social media marketing, relationship marketing, complaint management, and branding. He holds a graduate degree from the Statistics Department at Yıldız Technical University, completed his undergraduate studies in business administration at Bahcesehir University, and earned a Ph.D. from Dumlupınar University.

Détails de l'édition

• Éditeur: IGI Global
• Date d'édition: 2024
• Langue: anglais
• ISBN 13: 9798369315941
• Reliure: Relié
• Nombre de pages: 341
• Éditeur: Sahin, Soylemez
• Coordonnées du fabricant: non disponible
• Personne responsable: gpsr@libri.de; gpsr@libri.de; ; Europaallee 1; Bad Hersfeld; 36244; Allemagne