Building Brand Equity and Consumer Trust Through Radical Transparency Practices

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Veselinova, Elena, Samonikov, Marija Gogova
IGI Global, 13.07.2017 - 392 Seiten
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The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty.

Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.

 

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Inhalt

Defining the Concept of Brand Equity With Radical Transparency
1
Driving Brand Equity With Radical Transparency
18
Radical Transparency and Brand Equity as Key Factors for Successful Business Strategy
63
How Radical Transparency Can Turn the Brand Equity Into a Basis for Sustainable Competitive Advantage
90
Combining Radical Transparency With the Brand Pentagon
113
Evaluating the Brand With Radical Transparency
157
The 3M Company
185
Unilever and Its Supply Chain
319
Henkel
337
About the Authors
390
Index
391
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