Trust and brand management: the role of brand heritage
Auteur :
Górska-Warsewicz, Hanna
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032704814
Date de publication :
23 déc. 2024
Dimensions :
22,9 x 15,2 cm
Poids :
480 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.