Routledge Studies in Marketing
About the Book Series
This series welcomes proposals for original research projects that are either single or multi-authored or an edited collection from both established and emerging scholars working on any aspect of marketing theory and practice and provides an outlet for studies dealing with elements of marketing theory, thought, pedagogy and practice.
It aims to reflect the evolving role of marketing and bring together the most innovative work across all aspects of the marketing ‘mix’ – from product development, consumer behaviour, marketing analysis, branding, and customer relationships, to sustainability, ethics and the new opportunities and challenges presented by digital and online marketing.
Consumer Ethnocentrism, Country of Origin and Marketing: Food Market in Poland
1st Edition
By Paweł Bryła, Tomasz Domański
May 27, 2024
Country of origin and consumer ethnocentrism are evolving constructs as consumers’ perception of country, state, or region changes over time. Understanding consumer motivations and attitudes towards a country and its products can provide valuable insights for marketing strategies. This book ...
European Consumers in the Digital Era: Implications of Technology, Media and Culture on Consumer Behavior
1st Edition
Edited
By Małgorzata Bartosik-Purgat, Nela Filimon
May 27, 2024
Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinants; some depending on the consumers themselves and others on the organizations acting in the market. What determinants are inducing these changes in ...
The Dynamics of Influencer Marketing: A Multidisciplinary Approach
1st Edition
Edited
By José M. Álvarez-Monzoncillo
May 27, 2024
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What ...
Evaluating Social Media Marketing: Social Proof and Online Buyer Behaviour
1st Edition
By Katarzyna Sanak-Kosmowska
May 31, 2023
This book is an innovative attempt to identify and analyse the processes related to social influence in online buying behaviour, with special attention given to the phenomenon of social proof, which is the basis of social media, recommendation marketing, and word-of-mouth (WOM) marketing. It ...
Information Asymmetry in Online Advertising
1st Edition
By Jan W. Wiktor, Katarzyna Sanak-Kosmowska
May 31, 2023
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and ...
Brand Management in a Co-Creation Perspective: Communication as Constitutive of Brands
1st Edition
By Heidi Hansen
January 09, 2023
This book articulates a new theoretical approach to branding, labelled the Communication as Constitutive of Brands (CCB) approach. This approach combines understandings from the CCO (Communication as Constitutive of Organization) perspective with the branding literature. The author outlines the ...
Building Corporate Identity, Image and Reputation in the Digital Era
1st Edition
Edited
By Tc Melewar, Charles Dennis, Pantea Foroudi
January 09, 2023
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity ...
New Consumer Culture in China: The Flower Market and New Everyday Consumption
1st Edition
By Xi Liu
January 09, 2023
This book looks at the recent emergence of "new ordinary consumption," in urban China and defines new ordinary consumption as a consumer practice in which people routinely integrate products and items, traditionally reserved for special occasions, into their daily lives, to accentuate their own ...
Decoding Coca-Cola: A Biography of a Global Brand
1st Edition
Edited
By Robert Crawford, Linda Brennan, Susie Khamis
August 01, 2022
This collection of essays delves into the Coke brand to identify and decode its DNA. Unlike other accounts, these essays adopt a global approach to understand this global brand. Bringing together an international and interdisciplinary team of scholars, Decoding Coca-Cola critically interrogates ...
Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth
1st Edition
By Anna Bianchi
August 01, 2022
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in ...
Luxury and Fashion Marketing: The Global Perspective
1st Edition
By Satyendra Singh
August 01, 2022
The globalization of the world’s markets has forced luxury brands to, in turn, become global and accessible in many developing countries and emerging markets. As a result, the demand for these luxury products has increased globally, creating a need for an education in luxury that acknowledges the ...
Stakeholder Involvement in Social Marketing: Challenges and Approaches to Engagement
1st Edition
Edited
By Kathy Knox, Krzysztof Kubacki, Sharyn Rundle-Thiele
May 30, 2022
This book is the first to provide evidence-based experience to showcase how stakeholder management can be applied within social marketing programs, as well providing contemporary discussions of social marketing research. The book aims to bring practitioners and academics together to address the ...