Building brand equity and consumer trust through radical transparency practices

by Elena Veselinova and Marija Gogova Samonikov.

"This book focuses on the importance of brand equity for long-term companies profitability, taking into account the complexity of the environment as a resultant factor that increasingly complicates the process of creating new value and its effectuation in stable profitability and analyzes the source of sustainable competitive advantage"--

MoreLess

Year of publication:	[2018]
Authors:	Veselinova, Elena ; Samonikov, Marija Gogova
Publisher:	Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global
Subject:	Vertrauen \| Confidence \| Markenimage \| Brand image \| Markenführung \| Brand management \| Konsumentenverhalten \| Consumer behaviour

Extent:	1 Online-Ressource(13 PDFs (viii, 392 pages))
Series:	Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and index Restricted to subscribers or individual electronic text purchasers Mode of access: World Wide Web Chapter 1. Defining the concept of brand equity with radical transparency -- Chapter 2. Driving brand equity with radical transparency -- Chapter 3. Radical transparency and brand equity as key factors for successful business strategy -- Chapter 4. How radical transparency can turn the brand equity into a basis for sustainable competitiveadvantage -- Chapter 5. Combining radical transparency with the brand pentagon -- Chapter 6. Evaluating the brand with radical transparency -- Chapter 7. The 3M Company: how to use radical transparency to generate value for the company -- Chapter 8. Unilever and its supply chain: embracing radical transparency to implement sustainability -- Chapter 9. Henkel: radical transparency and sustainability Also available in print.
ISBN:	978-1-5225-2418-2 ; 978-1-5225-2417-5 ; 1-5225-2417-7
Other identifiers:	10.4018/978-1-5225-2417-5 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012392812