Consumer behavior is becoming increasingly complex in the current global market. A broader understanding of the psychologically-driven motivation of consumers a

Customer engagement is now a critical research priority in contemporary marketing. In this Handbook, a cadre of international scholars offer an overview of curr

In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries

With the increasing prevalence of information, communication, and technology, including social media, in the digital economy, leveraging consumer behavior and p

A new sub-area of marketing is emerging called neuromarketing. It combines psychology, neuroscience, and economics with the study of consumer motivations. This