"This volume examines the importance of strategic brand imaging and brand management. It covers the fundamentals of launching, growing, leveraging, and managing brands in a global context, the strategic decisions related to brand building, and the integration of the 4Ps in implementing the brand...

Purpose: Despite years of research into consumer socialization, little research examines men’s roles in consumer socialization processes. The purpose of this paper is to attend to this gap and to investigate consumer socialization processes in single-father households....

Purpose – The aim of this research was to explore possible origins of enduring involvement (EI) with products and stimulate relevant research. In addition, this study also examined the conditions that affect involvement development and change. Design/methodology/approach – Autobiographic...