dr hab. inż. Dariusz Dąbrowski
Employment
- Head of Department at Department of Marketing
- Associate professor at Department of Marketing
Social media
Contact
- ddab@pg.edu.pl
Associate professor
- Workplace
-
Gmach B
room 803 open in new tab - Phone
- +48 58 347 19 70
- ddab@zie.pg.gda.pl
Head of Department
- Workplace
-
Gmach B
room 803 open in new tab - Phone
- +48 58 347 19 70
- ddab@zie.pg.gda.pl
Publication showcase
-
The effect of social media communication on consumer perceptions of brands
Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we...
-
Measuring Consumers' Engagement With Brand-Related Social-Media Content. Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands
The purpose of the current study was to develop a scale to measure the consumer's engagement with brand-related social-media content, based on three dimensions established in the framework of an earlier theoretical construct, “Consumer's Online Brand-Related Activities” (Muntinga, Moorman, and Smit, 2011). Qualitative techniques were used to generate an initial pool of items that captured different levels of consumer engagement...
-
Market orientation and hotel performance: The mediating effect of creative marketing programs
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...
Obtained scientific degrees/titles
-
2010-07-08
Obtained science degree
dr hab. Management (Economics)Wydział Zarządzania Uniwersytetu Gdańskiego
seen 2659 times