Every business knows that the best customer is a happy customer. They return again and again, bring their friends and family, and deliver tons of free advertisi

Marketing and consumer science are undergoing a seismic shift, propelled by an array of dynamic trends and advancements. Technological advancements, along with

Consumer Behavior presents an autobiographical view of Morris B. Holbrook’s contributions to the study of consumer behavior, describing his life and work over

The concept of value has been at the heart of marketing thought and practice. Marketers strive to develop a unique value proposition to satisfy the needs of cus