Overview

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.

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9781032704814

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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.

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