Year 2019

• Market orientation and hotel performance: The mediating effect of creative marketing programs

  Publication

  • D. Dąbrowski
  • M. Brzozowska-Woś
  • E. Gołąb-Andrzejak
  • A. Kozłowska (formerly: A. Firgolska)

  - Journal of Hospitality and Tourism Management - Year 2019

  This work investigates the indirect effects between market orientation and hotel performance through creative marketing programs. The focus is on exploring the indirect effects between 1) customer orientation, competitor orientation, and cross-functional integration; and 2) hotel financial performance through two aspects of creative marketing programs, namely, novelty and meaningfulness. Through an empirical analysis using structural equation...

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• The authenticity in social media. Club and football players’ relations

  Publication

  • A. Kozłowska (formerly: A. Firgolska)
  • W. Kucharska

  - Year 2019

  The authenticity in social media is one of the crucial factors of brands success. In the era of fake news, illusions, manipulations or other artificial attributes of the virtuality and reality today it is a real source of value. The presented study aims to verify how football club and football players’ brands’ authenticity influence attitudinal loyalty in social media. Findings proved that the authenticity is something social media...

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Year 2018

• Personal Brand Authenticity and Social Media: The Top 5 Football Players’ Case

  Publication

  • W. Kucharska
  • A. Kozłowska (formerly: A. Firgolska)

  - Year 2018

  he authenticity is a key factor which attracts the interest of young consumers in the more and more dominant virtual world full of “fake news”,“fake images”, and “fake impressions”. The celebrity authenticity is also important when it comes to gain the positive attitude of the audience and the success in the long term. The unique talent is crucial for all stars. According to football stars, the authenticity of their personal brands...

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Year 2017

• Związki pomiędzy cechami demograficznymi kobiet a zmiennymi dotyczącymi personalizacji produktu

  Publication

  • A. Kozłowska (formerly: A. Firgolska)

  - Handel Wewnętrzny - Year 2017

  W artykule skupiono uwagę na temacie dotyczącym personalizacji produktu. Celem pracy jest zbadanie zależności pomiędzy cechami demograficznymi a zmiennymi dotyczącymi personalizacji. Cechy demograficzne obejmują: wiek, wykształcenie, osiągany dochód netto, miejsce zamieszkania, a zmienne dotyczące personalizacji zawierają: znajomość personalizacji, chęć dopasowywania produktów do indywidualnych potrzeb, chęć zakupu spersonalizowanych...

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