"Brand Awareness: Recent Advances and Perspectives" ed. by Annarita Sorrentino, et al.

This book explores the evolving landscape of brand perception, presenting new strategies, consumer behavior analysis, and technological innovations reshaping how brands connect with their audiences. This book navigates through the latest trends and breakthroughs, offering insights for marketers, entrepreneurs, and anyone intrigued by the art of brand building.

Engaging case studies and expert perspectives show the reader how to create lasting impressions in today’s competitive market. Brand Awareness - Recent Advances and Perspectives is an indispensable guide for those seeking to elevate their brand’s impact and relevance in an ever-evolving digital age.

Contents
1. Understanding Indirect Brand Experience
2. Affective and Cognitive Bases of Implicit and Explicit Attitudes towards Domestic and Foreign Food Brands: Brand Preferences in Ethnic Primary and Minority Groups
3. Investigating the Effects of Virtual Personas on Brand Image
4. From Terroir to Retail Chains: Safeguarding Authenticity in Private Label Brands
5. The Importance of User Experience in Brand Experience
6. Private Label Brands Awareness: Advances and Prospects
7. Intellectual Property Rights Protection and Brand Awareness in China and Southeast Asia
8. Enhancing Brand Awareness for Sustainable Choices
9. Understanding Brand Awareness Dynamics


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