Trust and brand management the role of brand heritage / Hanna Górska-Warsewicz.
| Author/creator | Górska-Warsewicz, Hanna |
| Format | Electronic |
| Publication Info | New York ; London : Routledge,Taylor & Francis Group, 2025. |
| Description | xxvii, 224 pages ; 24 cm. |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Series | Routledge studies in transit research |
| Abstract | "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 between 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 modelling to establish the relationship between brand heritage, corporate brand management practices, antecedents (brand history, culture, identity, 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"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 2024035873 |
| ISBN | 9781032704814 (hardback) |
| ISBN | 9781032707747 (paperback) |
| ISBN | (ebook) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |