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64 496 Ft
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Estimated delivery time: In stock at the publisher, but not at Prospero's office. Delivery time approx. 3-5 weeks.
Not in stock at Prospero.
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Delivery time is estimated on our previous experiences. We give estimations only, because we order from outside Hungary, and the delivery time mainly depends on how quickly the publisher supplies the book. Faster or slower deliveries both happen, but we do our best to supply as quickly as possible.
Product details:
- Edition number 1
- Publisher Routledge
- Date of Publication 23 December 2024
- ISBN 9781032704814
- Binding Hardback
- No. of pages252 pages
- Size 229x152 mm
- Weight 630 g
- Language English
- Illustrations 10 Illustrations, black & white; 10 Line drawings, black & white; 14 Tables, black & white 623
Categories
Short description:
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.
MoreLong description:
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.
MoreTable 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
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