Consumer Brand Relationships in Tourism

This book provides a comprehensive overview of consumer-brand relationships (CBR) in tourism and hospitality marketing management, including pre-, during- and post-COVID-19 pandemic. It critically investigates the current debates and questions 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 marketing, hospitality, leisure, festivals, and events.

Auteur

Raouf Ahmad Rather is based at Interdisciplinary Research Center for Finance and Digital Economy (IRC-FDE), King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia. He is listed on Standford's Top 2% of Scientists, and his research centers on consumer-brand relationships, consumer engagement, consumer experience, value co-creation, and digital technologies. He has published articles in top tier journals including the Journal of Travel Research, European Journal of Marketing, Journal of Marketing Management, Technological Forecasting and Social Change, Journal of Retailing and Consumer Services, Current Issues in Tourism, among others. He is the Co-Editor of Books including "Handbook of Customer Engagement in Tourism Marketing", by Edward Elgar; and "Contemporary Approaches Studying Customer Experience in Tourism Research", by Emerald. He presented his work at numerous international conferences, such as Academy of Marketing Science World Marketing Congress (AMSWMC), American Marketing Association (AMA), and Global Conference on Services and Retail Management (GLOSERV). He also serves as Editorial Board Member at Current Issues in Tourism, Journal of Hospitality Marketing & Management, The Service Industries Journal, among others.