Branding in secolul XXI: rolul eticii si al empatiei in dezvoltarea actuala a brandurilor
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„Ce-i determină pe consumatori să fie loiali unui brand? 

Victor-Emanuel Ciuciuc ne oferă, în lucrarea de față, posibile răspunsuri, și ne lansează o invitație la reflecție și la dialog.

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

Lect. univ. dr. Andreea Mitan.

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