strategies that promote choice and loyalty one must further illuminate the dynamic and evolving relationship between the consumer and the brand. This paper seeks to address this critical need. The paper first examines the nature of consumer decision makingidentifying the formation of the consideration set as an integral component of this process; secondly, it investigates the characteristics of those brands held RONNIE BALLANTYNEis a lecturer in marketing in the Division of Marketing at Glasgow Caledonian University. His specialist area of research is consumer brand choice. He has presented several papers on this research topic at international conferences both in Canada and the UK. Ronnie has also been a guest speaker on the use of brand image and brand personality at the Leo Burnett Advertising company in Chicago, Illinois, USA. Ronnie is in the final stages of completing his PhD. ANNE WARRENis a lecturer in consumer behaviour in the Division of Marketing at Glasgow Caledonian University. Anne has over ten years' teaching experience and has written several articles in conference proceedings. Her current research interests include branding and consumer identity. KARINNA NOBBSis a lecturer in fashion marketing in the Division of Marketing at Glasgow Caledonian University. Karinna was a trained visual merchandiser, has been teaching for three years and recently received her PgC LTHE. Research interests include luxury fashion brand management and visual merchandising; she has also presented papers within these areas. AbstractThe purpose of this study is to trace key developments in the evolution of consumer brand choice. Based upon the critical and in-depth literature review, several salient issues are identified. Today's consumer can be characterised as suffering from 'over choice' and choice fatigue. As a consequence, consumers have developed phased decision-making strategies in order to simplify their decision making. An integral component of these phased decision-making strategies is the formation of a downsized subset of brands, the consideration set, from which brand choice is made. Of those brands held within the consideration set, similarities in terms of brand attributes have prompted brand image as the significant differentiator in facilitating choice. It is evident that brands must develop an emotional and symbolic attachment with consumers if they are to succeed in today's highly competitive marketplace. Brand managers must recognise that it is through the manipulation and moulding of brand image that truly meaningful differentiation and brand meaning can be achieved. The main contribution of the paper lies in the exploration of brand image. Brand image is viewed as a multi-dimensional construct -the key dimensions of heritage and authenticity have been identified as pivotal determinants of brand success.

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This critical literature review incorporates a transformative consumer research (TCR) perspective in highlighting selected transgressions in corporate social responsibility that touch on (1) wealth consolidation, (2) environmental degradation, (3) commodification, (4) semiotic contamination, and (5) an erosion of accountability. It argues for a participatory approach among stakeholders in sustaining marketing research and assessing consumer policy that is both ethical and critical for academic marketers and practitioners alike. Transformative consumer researchers work to ensure that advertisements, messaging, and integrated marketing communications play a key role in promoting honesty and transparency. At the same time, transformative consumer research recognizes that advertising often masks the underlying costs incurred by society in general, and consumers in particular. TCR practices presently exist, and examples are presented to highlight these practices in consumer policy.

This chapter traces some of the more novel trends and developments in tourism that are now beginning to emerge. The chapter is broken into three sections and identifies three topics for consideration: (i) new social values and paradigm shifts; (ii) the new consumer; and (iii) evolutions and revolutions in branding. The implications for strategic management in tourism and specific future developments in the provision of tourism service are also discussed. The chapter ends with projected examples of potential tourism innovations.