Trust and Brand Management - The Role of Brand Heritage

List of contents

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

About the author

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.

Summary

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.

Product details

• Authors: Hanna Gorska-Warsewicz, Hanna Górska-Warsewicz
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 23.12.2024
• EAN: 9781032704814
• ISBN: 978-1-0-3270481-4
• No. of pages: 224
• Series: Routledge Studies in Trust Research
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Business & Economics / General, BUSINESS & ECONOMICS / Leadership, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Corporate & Business History, BUSINESS & ECONOMICS / Management, Management: leadership & motivation, Sales & marketing management, Management: leadership and motivation, Sales & marketing, Sales and marketing, Sales and marketing management