Review of books recently published on the topics of the brand concept and consumer behaviour. The review directly refers to the value of the books for marketing students. Highlights three US texts that have been specifically adapted to the Australian market. Asserts that the most extensively discussed brand‐related topic is brand loyalty, but the quality of the discussion varies across the texts. Criticises certain practices, such as the tendency to use terms “brand” and “product” interchangeably and the oversimplication of the brand concept.
Craig‐Lees, M. (1998), "The brand concept and Australian consumer behaviour texts: a review", Journal of Product & Brand Management, Vol. 7 No. 6, pp. 568-573. https://doi.org/10.1108/10610429810244710Download as .RIS
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