Branding in secolul XXI: rolul eticii si al empatiei in dezvoltarea actuala a brandurilor

25,00 lei


„Ce-i determina pe consumatori sa fie loiali unui brand? 

Victor-Emanuel Ciuciuc ne ofera, in lucrarea de fața, posibile raspunsuri, și ne lanseaza o invitație la reflecție și la dialog.

Explorand dinamica relației dintre etica brandului perceputa de clienți (consumer perceived ethicality), afectul de brand (brand affect) și echitatea brandului, cititorii vor descoperi insight-uri valoroase privind modul in care se contureaza loialitatea clienților industriei de fashion, una dintre cele mai competitive și mai nestatornice industrii astazi.” 

Lect. univ. dr. Andreea Mitan.


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