Global branding breakthroughs in research and practice
"This book provides international insights into marketing strategies and techniques employed to create and sustain a globally recognized brand. It highlights a range of pertinent topics such as brand communication, consumer engagement, and product innovation"--
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| Format: | eBook |
| Language: | English |
| Published: |
Hershey, PA
Business Science Reference,
[2020]
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| Online Access: | EBSCOhost Перейти в каталог НБ ТГУ |
Table of Contents:
- Section 1. Brand equity
- section 2. Brand loyalty
- section 3. Brand management and customer engagement
- section 4. Brand preference and buying behavior
- section 5. Brand trust and reputation management
- section 6. Emotional brand attachment and brand personality
- section 7. Social media and online brand communities.