1st Edition
Trust and Brand Management The Role of Brand Heritage
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
Biography
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.
