Hanna Gorska-Warsewicz

Trust and Brand Management

The Role of Brand Heritage

• Gebundenes Buch

Produktbeschreibung

Trust and Brand Management covers the main topics of heritage-based corporate brand management and its relationship to external factors and performance. The benefit for managers is the presentation of terms and specific tools related to corporate brand management in the market and customer outcomes.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 224
• Erscheinungstermin: 23. Dezember 2024
• Englisch
• Abmessung: 229mm x 152mm
• Gewicht: 630g
• ISBN-13: 9781032704814
• ISBN-10: 1032704810
• Artikelnr.: 71570004

Autorenporträt

Hanna Górska-Warsewicz is currently associate professor at the Management Institute at the Warsaw University of Life Sciences. She also cooperates as associate professor with WSB Merito University (Warsaw Banking University) in Warsaw and University of Social Sciences. She specializes in the subject of brands, brand equity in the context of marketing as well as consumer-based brand equity, and brand management in production, service, and trade companies.

Inhaltsangabe

1. Introduction 2. Understanding of the brand heritage 3. Understanding of the heritage
based corporate brand management 4. Understanding of antecedents of the heritage
based corporate brand management 5. Understanding of outcomes of the heritage
based corporate brand management 6. Model of heritage
based corporate brand management
empirical research 7. Future of the heritage
based corporate brand management