Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Elena Veselinova (Goce Delčev University of Štip, Macedonia) and Marija Gogova Samonikov (Goce Delčev University of Štip, Macedonia)
Indexed In: SCOPUS
Release Date: July, 2017|Copyright: © 2018 |Pages: 392
DOI: 10.4018/978-1-5225-2417-5
ISBN13: 9781522524175|ISBN10: 1522524177|EISBN13: 9781522524182
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Description & Coverage
Description:

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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Brand Awareness
  • Corporate Governance
  • Employee Engagement
  • Product Innovation
  • Risk Management
  • Supply Chain Management
  • Workforce Quality
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Editor/Author Biographies

Elena Veselinova is an Assistant Professor at the Faculty of Economics at Goce Delcev University, Stip, Macedonia. She is the Head of the Department of Management. Dr. Veselinova has a PhD in Strategy, a Masters Degree in Management, and a Bachelor’s degree in Management. She teaches in the areas of strategic management and investment management. Her researches and publications are related to strategic management, brand management, investment management and entrepreneurship.

Marija Gogova Samonikov is an Assistant Professor at the Faculty of Economics at Goce Delcev University, Stip, Macedonia. She is the Head of the Department of Finance. Dr. Gogova Samonikov has a PhD in Finance, a Masters Degree in Finance, and a Bachelor’s degree in Marketing. She teaches in the areas of finance and investment management. Her researches and publications are related to finance, investment management and financial aspects of intangible assets.

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