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.
Ethnic Hospitality Marketing: Authenticity and Quality Constructions in the Greek Food Industry
1st Edition
By Elena Chatzopoulou
October 09, 2024
Ethnic-themed restaurants are informal but powerful ambassadors for a country’s culture and contributors to local and national economies. Communicating authenticity and quality are essential characteristics in the development of a competitive and effective marketing strategy for restaurants. This ...
Religion and Consumer Behaviour: Influence of Religiosity and Culture on Consumption
1st Edition
Edited
By Gaurav Gupta, Mandakini Paruthi, Shivinder Nijjer
October 09, 2024
Religion is an important part of individual lives, playing a major role in our decision making and puchasing. Understanding the influence of religion on consumer behaviour is therefore an essential practice for business. The COVID-19 pandemic has especially enhanced the influence of consumers’ ...
Corporate Social Responsibility and Marketing Ethics: The Effects of Value-Based Marketing on Consumer Behaviour
1st Edition
By Honorata Howaniec
August 26, 2024
Changes in the economy and greater competition force us to adapt our business practices and to take greater account of the needs of consumers and the social problems they care about. Consumers are placing an increasing weight on the social responsibility of the organisations they choose to purchase...
Sustainable Marketing and Customer Value
1st Edition
Edited
By Subrata Chattopadhyay, Sundeep Singh Sondhi, Arunava Dalal
August 26, 2024
Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which ...
Artificial Intelligence for Marketing Management
1st Edition
Edited
By Park Thaichon, Sara Quach
May 27, 2024
Artificial intelligence (AI) has driven businesses to adopt new business practices rapidly, enhance product development and services, has helped to power AI-based market intelligence and customer insights, and improve customer relationship management. This timely book addresses the use of AI in ...
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 ...