Zaufanie do marki autorskiej – artystycznej jako fundament modelu biznesowego w sektorze kreatywnym – analiza przypadku firmy „Wróblewska”
Brand trust in an artistic founder-led brand as a foundation of business models in the creative industries: A case study of the Wróblewska brand

Summary/Abstract: The aim of this article is to identify the key components of the business model of an artistic personal brand operating within the creative industries. The study employs a qualitative case study method, focusing on the WROBLEWSKA brand. In the context of a growing crisis of trust toward institutions and corporate brands, artist-designers increasingly seek business models thatintegrate creative authenticity with market expectations. The findings of the case study confirm the proposition that trust constitutes the fundamental element underpinning the WROBLEWSKA brand’s business model. This trust is constructed through several interrelated dimensions, including design as a business activity, personal branding, authenticity, experience design, and emotional branding.

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