Brands, Branding, and Consumerism

Personal and Social Influences on Consumption

Ayantunji Gbadamosi

• Publisher: Palgrave Macmillan
• Year: 2025
• Print ISBN:
  9783031808586
• eBook ISBN:
  9783031808593
• Topic: Business
• Subtopic: Marketing
• Index: Business

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.

Table of contents

• Cover
• Front Matter
• 1. Branding, Consumerism, and Contemporary Marketing: A Critical Perspective
• 2. Brands and Psychological Influences on Consumer Behaviour
• 3. Consumers, Identity, and Brand Personality
• 4. Social Media, Reference Groups, and Their Brands
• 5. Consumer Culture, Sub-cultures, and the Dynamics of the Contemporary Branding
• 6. Tourism, Place Branding, and Consumer Behaviour
• 7. Brands, Branding and Young Consumer Behaviour
• 8. Luxury Brands in Dynamic Times
• 9. Ethics, Brands and Sustainable Consumption
• 10. The Roles of Brands in Consumer Protection
• Back Matter