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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.
List of contents
Chapter 1: Branding, Consumerism, and Contemporary Marketing: A Critical Perspective Ayantunji Gbadamosi.- Chapter 2: Brands and Psychological Influences on Consumer Behaviour Ayantunji Gbadamosi Kareem Folohunso, Sani.- Chapter 3: Consumers, identity, and brand personality Vish Maheshwari, Elizabeth Larner, Mirage Islam, Hannah Burchell, Magdalena Marchowska- Raza.- Chapter 4: Social Media, Reference Groups, and Their Brands Palesa Makhetha-Kosi, Ntswaki Matlala, Knowledge Shumba Tshwane, Richard Shambare.- Chapter 5: Consumer Culture, Sub-cultures, and The Dynamics of the Contemporary Branding Dr Hsiao-Pei (Sophie) Yang, Dr Rasha Elgendi, Coventry University Campus, Dr Mostafa Saadeldin, Dr Rana Samir.- Chapter 6: Tourism, place branding, and consumer behaviour Ayantunji Gbadamosi, David Bamber, Kareem Folohunso, Sani, Roshan Panditharathna, Md Ismil Hossain, Cedric Aimal Edwin.- Chapter 7: Brands, branding and young consumer behaviour Gift Donga, Tendai Chimucheka, Richard Shambare.- Chapter 8: Luxury Brands in Dynamic Times Kathy-Ann Fletcher, Christiana Stephen.- Chapter 9: Ethics, brands and sustainable consumption. DIliara Mingazova, Alshaimaa Bahgat Ezzat Alanadoly, Suha Salem.- Chapter 10: Chapter 10: The Roles of Bands in Consumer Protection Ntswaki Matlala, Knowledge Shumba Tshwane, Tendai Chimucheka.
About the author
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.
