Hanna Górska-Warsewicz – författare
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2 produkter
2 produkter
2 058 kr
Skickas inom 10-15 vardagar
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.
Trust and Marketing Communication in the Food Industry
Traditional, Modern, and AI-driven Approaches
Inbunden, Engelska, 2026
2 136 kr
Skickas inom 10-15 vardagar
This book explores trust-based marketing communication within the food marketing industry. It presents a comprehensive conceptual model that encompasses three pillars: traditional, modern, and AI-driven marketing communication. By examining these pillars, the book explores the informational role and legal aspects of food marketing, offering a detailed and structured approach to understanding and enhancing consumer trust. Readers will benefit from a deep dive into the current state of food marketing communication, enriched by a solid theoretical background and empirical case studies. The book highlights the significance of trust-based communication by proposing a conceptual model that integrates traditional, modern, and AI-driven strategies.Key benefits include the following:A clear conceptual model of trust-based marketing communicationInsights into the current knowledge and practices in food marketing communicationDetailed exploration of traditional, modern, and AI-based marketing strategiesEmpirical case studies demonstrating the application of these conceptsExamination of legal regulations impacting food marketingThis book is an invaluable resource for academic scholars, students, and researchers interested in food marketing and communication. Additionally, it serves as a practical guide for managers, marketers, and industry professionals seeking to build and maintain consumer trust through effective marketing strategies. It is particularly relevant for those aiming to navigate the complexities of modern marketing communication while adhering to legal standards.