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Navigating the Shifting Landscape of Consumer Behavior

Navigating the Shifting Landscape of Consumer Behavior
Author(s)/Editor(s): Fatih Sahin (Bandirma Onyedi Eylul University, Turkey)and Cevat Soylemez (Kutahya Dumlupinar University, Turkey)
Copyright: ©2024
DOI: 10.4018/979-8-3693-1594-1
ISBN13: 9798369315941
EISBN13: 9798369315958


View Navigating the Shifting Landscape of Consumer Behavior on the publisher's website for pricing and purchasing information.


The marketing world is transforming in this era of unprecedented technological advancement, changing consumer tastes, and evolving social norms. As information flows freely and brand loyalty becomes a coveted prize, understanding what motivates consumers to choose one brand over another is paramount. Navigating the Shifting Landscape of Consumer Behavior is an authoritative exploration of the dynamic interplay between consumers, brands, and the evolving digital environment.

This book dives into the contemporary consumer behavior. The narrative reveals the phenomenon of brand activism as a significant force reshaping the marketing battlefield. No longer content to remain apolitical, brands are increasingly taking stances on pressing social and environmental issues. The book critically examines the dynamics of successful brand activism and explores customer reactions to companies championing social causes. The book incorporates real-world examples and practical tactics, making it an invaluable resource for marketing scholars, researchers, professionals, educators, and graduate students.

Author's/Editor's Biography

Fatih Sahin (Ed.)
Fatih Sahin currently works at Bandirma Onyedi Eylul University, where he conducts research in consumer behavior, social media marketing, relationship marketing, complaint management, and branding. He holds a graduate degree from the Statistics Department at Yıldız Technical University, completed his undergraduate studies in business administration at Bahcesehir University, and earned a Ph.D. from Dumlupınar University.

Cevat Soylemez (Ed.)

Cevat Soylemez is a professor at Kütahya Faculty of Applied Sciences Deputy Head of Department


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