SALE ON NOW! PROMOTIONS

Close Notification

Your cart does not contain any items

Trust and Brand Management: The Role of Brand Heritage by Hanna Górska-Warsewicz at Abbey's Bookshop,
Trust and Brand Management: The Role of Brand Heritage
— —
Hanna Górska-Warsewicz

Trust and Brand Management

The Role of Brand Heritage

Hanna Górska-Warsewicz

$284

Hardback

Not in-store but you can order this
How long will it take?
English
Routledge
23 December 2024
Management: leadership & motivation; Sales & marketing management; Sales & marketing
Series: Routledge Studies in Trust Research
Trust and Brand Management covers the main topics of heritage-based corporate brand management and its relationship to external factors and performance.

The benefits for readers of this book lie in several aspects: knowledge of corporate brand management, brand heritage and related concepts, theoretical and practical foundations of brand management and brand heritage, and empirically supported research on the relationship among brand heritage, brand management practices, antecedents, and outcomes of heritage-based corporate brand management.

This book consists of two parts. The first part provides a literature review and theoretical and practical background on brand heritage, its antecedents and outcomes, brand management approaches, and heritage-based corporate brand management. The second part presents the results of an empirical study as structural equation modeling to establish the relationship among brand heritage, corporate brand management practices, antecedents (brand history, culture, identity, and authenticity), and outcomes of heritage-based corporate brand management (brand trust, brand equity, and performance). In addition, the book includes 31 case studies of well-known heritage brands presenting their history, marketing communications, development, and positioning strategies.

The benefit for managers is the presentation of terms and specific tools related to corporate brand management in the market and customer outcomes.
By:  
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 229mm,  Width: 152mm, 
Weight:   630g
ISBN:   9781032704814
ISBN 10:   1032704810
Series:   Routledge Studies in Trust Research
Pages:   224
Publication Date:  
Audience:   College/higher education ,  Primary
Format:   Hardback
Publisher's Status:   Active
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

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.

See Also

Trust and Brand Management: The Role of Brand Heritage

B2B Influencer Marketing

Work With Creators to Generate Authentic...

Nick Bennett

Hardback

$201.95 

Not in-store but you can order this

ADD +
Trust and Brand Management: The Role of Brand Heritage

Governing the Firm in the Social...

Corporate Governance Reimagined...

Catherine Casey (Loughborough University,...

Paperback

$80.99 

Not in-store but you can order this

ADD +
Trust and Brand Management: The Role of Brand Heritage

CRM Fundamentals

Scott Kostojohn

Paperback

$94.95  $81.12

Not in-store but you can order this

ADD +
Trust and Brand Management: The Role of Brand Heritage

Designing Sustainable Futures

How to Imagine, Create, and Lead...

Joseph Press

Paperback

$67.99 

Not in-store but you can order this

ADD +
Trust and Brand Management: The Role of Brand Heritage

Brand Global, Adapt Local

How to Build Brand Value Across...

Katherine Melchior Ray

Hardback

$201.95 

Not in-store but you can order this

ADD +
Trust and Brand Management: The Role of Brand Heritage

Public Interest Communications

Strategy for Changemakers

Ann Searight Christiano

Paperback

$112 

Not in-store but you can order this

ADD +