Title Page

Copyright Page

Book Series

Table of Contents

Detailed Table of Contents

Foreword

Preface

Acknowledgment

Chapter 1: Branding Culture

Chapter 2: The Impact of Brand Variance on Gender in FMCG Sector

Chapter 3: Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market

Chapter 4: Exploring Gratification Factors in Visual Food Communication

Chapter 5: Space of Culture and Brand in Sequel of Telugu Films

Chapter 6: Studying Celebrity Engagement on Social Media

Chapter 7: Evolution of Brand Culture

Chapter 8: Impact of Digital Communication on Consumer Behaviour Processes in Luxury Branding Segment

Chapter 9: Understanding Urban Millennial Consumer Gratification for Branded Indian Web Series

Chapter 10: The Impact of Digital Word-of-Mouth Communication on Consumer Decision-Making Processes

Chapter 11: Observational Research in Advertising, Marketing, and Branding

Chapter 12: The Impact of Indian Movie Industry on Marketization of India, Inc.

Chapter 13: Branding and Communication Strategies in Healthcare Organizations

Chapter 14: Emotional Communication for Brand Appeal and Acceptance

Compilation of References

About the Contributors

Index