The purpose of this chapter was to analyze the relationship between trust-based marketing communications and the national economy on the brand equity of national brands. It analyzes the opinions of young people regarding two countries: Poland and Bulgaria. Country brand equity was considered a complex construct including national brand loyalty, national brand awareness, national brand associations, and perceived national brand quality. The empirical study was conducted in 2024 on a sample of 256 young people in Bulgaria and 284 young people in Poland. The structural equation model (PLS-SEM) was used to demonstrate the relationship between the variables analyzed and to indicate the relationship between the national economy, trust, marketing communication, and brand equity and trust. Since the survey was conducted among young consumers, the results will be important in determining the marketing communications of various companies. In addition, considering the impact of trust-based marketing communications on the economies of the countries surveyed will highlight the multifaceted nature of tourism industry development and its importance to the national economy.
Gorska-Warsewicz, H. The Trust-Based Marketing Communication, National Brand Equity, and Economy – the Case of Poland and Bulgaria. New York: Routledge, 2025 pp. 191-201, ISBN 978-1-032-87753-2 (print) ; 978-1-003-53428-0.
Gorska-Warsewicz, H. The Trust-Based Marketing Communication, National Brand Equity, and Economy – the Case of Poland and Bulgaria. New York: Routledge, 2025 pp. 191-201, ISBN 978-1-032-87753-2 (print) ; 978-1-003-53428-0.
Gorska-Warsewicz, H. (2025) The Trust-Based Marketing Communication, National Brand Equity, and Economy – the Case of Poland and Bulgaria, New York: Routledge pp. 191-201, ISBN 978-1-032-87753-2 (print) ; 978-1-003-53428-0.
Gorska-Warsewicz, H. (2025). The Trust-Based Marketing Communication, National Brand Equity, and Economy – the Case of Poland and Bulgaria. Chapter 17. New York: Routledge, pp. 191-201.
Gorska-Warsewicz H. The Trust-Based Marketing Communication, National Brand Equity, and Economy – the Case of Poland and Bulgaria: Chapter 17. New York: Routledge; 2025. p. pp. 191-201. ISBN: ISBN 978-1-032-87753-2 (print) ; 978-1-003-53428-0.
