Consumer Brand Relationships in Tourism: An International Perspective

Rather, Raouf Ahmad

Consumer Brand Relationships in Tourism: An International Perspective
  • 出版商: Springer
  • 出版日期: 2024-11-12
  • 售價: $9,610
  • 貴賓價: 9.5 折 $9,130
  • 語言: 英文
  • 頁數: 562
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3031595343
  • ISBN-13: 9783031595349

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相關主題

商品描述

This book provides a comprehensive overview of consumer-brand relationships (CBR) in tourism and hospitality, including pre-, during- and post-COVID-19 pandemic. It critically investigates the current debates, questions and controversies within the field and includes both theory and practical cases from around the globe. It brings together leading specialists from various disciplinary backgrounds and geographical regions, to offer state-of-the-art theoretical reflections and empirical research on contemporary issues. This book is a reference point for scholars, researchers, academics and students in the field of CBR across disciplines including tourism, hospitality, leisure, festivals and events.

商品描述(中文翻譯)

本書提供了旅遊與款待領域中消費者品牌關係（CBR）的全面概述，包括COVID-19疫情前、期間及後的情況。它批判性地探討了該領域內的當前辯論、問題和爭議，並包含來自全球的理論與實務案例。書中匯聚了來自不同學科背景和地理區域的領先專家，提供了對當代議題的最前沿理論反思和實證研究。本書是旅遊、款待、休閒、節慶和活動等領域中CBR研究的學者、研究人員、學術界人士和學生的重要參考資料。

作者簡介

Raouf Ahmad Rather is global scientific-researcher, guest faculty and research associate at the Department of Management Studies (South Campus), University of Kashmir, Jammu and Kashmir, India. His research interests center on consumer brand relationships, brand co-creation, customer brand engagement, customer brand experience, service innovation, customer brand loyalty and tourism crises/pandemic. His work has been published in many top-tier journals and book chapters.

作者簡介(中文翻譯)

Raouf Ahmad Rather 是全球科學研究者，並擔任印度查謨和克什米爾大學南校區管理研究系的客座教授及研究助理。他的研究興趣集中在消費者品牌關係、品牌共創、顧客品牌參與、顧客品牌體驗、服務創新、顧客品牌忠誠度以及旅遊危機/疫情等領域。他的研究成果已發表於多本頂尖期刊和書籍章節中。

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