Behind the Buy  (English, Paperback, Soumaya Askri)

Unlocking Brands, Shaping Behaviors: A Casebook on Contemporary Consumer Realities. From cult-favorite skincare lines and legacy footwear brands to green architecture and digital learning platforms, this book delves into twenty vivid case studies that reflect the evolving relationship between brands, values, and modern consumers. Drawing on real-world business scenarios across the MENA region and beyond, each chapter combines strategic insights with cultural context to reveal how trust, identity, and technology influence buying behavior and brand loyalty. Whether you’re a business student, marketing professional, or curious reader, this collection offers a fresh lens on what it means to connect, innovate, and lead in today’s experience-driven economy.