A study on food brand - Joanna Szwacka-Mokrzycka - książka wyd. 2011

Opis

Studies on food brands reveal that brand image, perceived value (quality, emotional, social, financial), and trust are crucial for building loyalty and purchase intention, especially with rising consumer focus on health, sustainability, and authenticity, while factors like logo design (e.g., diagonal vs. vertical) and marketing impact preferences, driving demand for healthy options from trusted brands and influencing willingness to pay, notes.