Description
Book SynopsisThis book presents the current researches in the area of branding and labeling. It covers a wide range of topics including brands, labels, marketing, econometrics, psychology, finance, health, economics, sociology, information, culture, heritage, retailing, etc. It addresses various areas of applications such as consumer behavior in online advertising, franchising, mobile money market, origin label and agri-food, hospitality industry, packaging transparency and decisions. The present book contributions use quantitative and qualitative methods such as experiments, case study, questionnaire, mixed and empirical and conceptual approaches. The contributions are respectively presented in accordance with the following themes: consumer behavior and decisions, labelling strategy, brand market trends, branding local brands and theoretical research avenues.
Trade ReviewPreface; Mediating and Moderating Effects within the Congruence-Attitude Relationship: Towards a Better Understanding of the Role of Perceived Congruence in Online Advertising; Perceived Value Effect of Deglet Nour Label on Perceived Quality and the Moderating Effect of Credibility and Nationality; Exploratory Study of the Influence of Electronic Word of Mouth on Purchase Intention: Case of Ali Express Products on Facebook; Factors Explaining the Adoption and Use of Mobile Money in Mali; Developing the Local Brand of the Restaurant Chain Staria Chinar in Varna, Bulgaria; The Influence of Instagrammers on Consumer Behavior: Towards a Conceptual Framework of Engagement; Branding and Franchising: For a Renewal of Contractual Approaches; Index.
