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This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, to challenge students and researchers to think about charity marketing in a way that is creative and impactful.

This book concentrates on understanding the relationship of religiosity with various aspects of consumption and consumer behaviour to improve policy and build on an under represented topic.

Drawing on qualitative research methods, the book explores examples from the Greek food industry to analyse restaurateurs' and consumer constructed meanings of authenticity, how it is transmitted and received.

This book demonstrates the concept of CSR and how it is included as an element of value-based marketing. Using research from the Polish market, the author explores the concept of value-based marketing, how organisations are implementing CSR and analyses the effect on consumer behaviour.

This collection of essays delves into the Coke brand to identify and decode the DNA of this iconic brand. Unlike other accounts, these essays adopt a global approach to understand this global brand.

Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability.

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 marketing.

This book offers a holistic perspective of consumer behavior in the 21st century in different European cultures that are characterized by new technologies, including smartphones, AR, IoT, AI, and social media, as well as cultural changes and the Covid-19 pandemic.

Country of origin and consumer ethnocentrism are evolving constructs as consumers' perception towards country, state or region changes over time.This book explores the phenomena of consumer ethnocentrism and country-of-origin effect on the food market using examples from Polish retailers.

This book is the first to provide evidence-based experiences to guide stakeholder management in social marketing interventions, as well providing contemporary discussions of social marketing research.

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 influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more.Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence.

This book brings together leading scholars to rigorously explore the contemporary issues facing charity marketing, to challenge students and researchers to think about charity marketing in a way that is creative and impactful.

This book is the first to provide evidence-based experiences to guide stakeholder management in social marketing interventions, as well providing contemporary discussions of social marketing research.

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 well-being.

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.

Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing and student choice-making.

This book is unique in providing a composite overview of strategy, planning and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions.

This book discusses the evolution, growth and future of mobile financial services (MFS) as well as identifying the frameworks, stakeholders, and technologies used in financial information systems in general and MFS in particular.

Contemporary Consumer Culture Theory is a reflective assessment, in theoretical, empirical and evocative keys, of the state of the field of consumer culture theory and an indication of the scholarly directions in which the discipline is evolving providing reflection upon a rapidly expanding discipline by some of its prime movers.

The book introduces interactionist sociology to an audience in marketing, consumer research, and business and management studies.