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Search results for: ONLINE BRAND COMMUNITY
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Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?
PublicationThis study investigates the effect of community identification in building brand loyalty (attitudinal and behavioural) and a personal brand via social networks. The proposed model explained the main community identification antecedents and how identification can lead to enhanced company and consumer performance. This study adopts the theoretical lens of uses and gratifications theory and identifies three motivational drivers of...
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Online brand communities’ contribution to digital business models
PublicationAbstract Purpose – There is limited research examining social drivers and mediators of online brand community identification in the context of business models development. This study aims to identify them behind the social mechanisms and present essential factors which should be applied in business models to foster value co-creation. Design/methodology/approach – Data were collected from a convenience sample of 712 cases gathered among...
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The study of polish consumer's online brand-related activities
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THE INFLUENCE OF INTERPERSONAL MOTIVATION ON POLISH CONSUMERS’ ONLINE BRAND-RELATED ACTIVITY
PublicationThe development of social media has a substantial impact on the surge of social engagement of Internet users. It is particularly prominent in the domain of content creation and content sharing. Such communication may contain various references to different products brands and companies. Internet users may refer to them explicitly or brands may be present in the background only. Therefore, it is pivotal for managers and researchers...
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C2 NIWA Community-Segmentation Criteria and Building Brand Associations on the Example of a Selected Target Group
PublicationEvery organization which offers products or services wishes to communicate with their customers in the most effective way. This kind of communication is based on proper selection of target groups, which are extracted in the process of market segmentation. That is way it is very important to ask the question to whom the message is to be directed and what kind of message we want to give. This article describes the selection criteria...
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The Effect of Online Reviews on Consumer-Based Brand Equity: Case-Study of the Polish Restaurant Sector
PublicationPurpose: This paper focuses on the effects of positive and negative online reviews (eWOM) on the metrics of consumer-based brand equity (CBBE) in the context of the Polish restaurant sector. Methodology: The dedicated online survey was completed by 777 consumers, which we then analyzed with structural equation modeling. Each catering outlet was to allow to order meals online. We used descriptive analysis, confirmatory factor analysis,...
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Collective filter evaluation of an FSD filter-based resampling algorithm. [online] W: Online Symposium for Electronics Engineers. Techonline Bedford, Massachusetts, USA. [Dostęp: 15 stycznia**2002]. Dostępny w World Wide Web: http://www.techonline.com/community/ed_resource/feature_article/14917/[6 s. 5 rys.] Badanie algorytmu zmiany szybkości próbkowania realizowanego w oparciu o filtry FSD za pośrednictwem analizy filtru zbiorczego.
PublicationW pracy przedstawiono koncepcję filtru zbiorczego dla potrzeb oceny jakościalgorytmu zmiany szybkości próbkowania realizowanego w oparciu o filtry u-łamkowo-opóźniające (FSD). W przypadku takiego algorytmu przepróbkowania dowyznaczania każdej próbki wyjściowej potrzebny jest filtr FSD o innm opóź-nieniu ułamkowym. Z kolei jakość takiego filtru zależy właśnie od jego opóź-nienia, co stwarza problemy w ocenie jakości samego...
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Optimal fractional sample delay filter with variable delay. [online] W: On- line Symposium for Electronics Engineers. Techonline Bedford, Massachu- setts, USA. [Dostęp: 15 stycznia**2002]. Dostępny w World Wide Web: http: //www.techonline.com/community/ed_resource/feature_article/14917[6 s.5 rys.] Optymalny filtr ułamkowo-opóźniający o zmiennym opóźnieniu.
PublicationW pracy zaprezentowano koncepcję filtru ułamkowo-opóźniającego o zmiennym o-późnieniu optymalnego w sensie Czebyszewa. Najpierw przedstawia jest numery-cznie wydajna metoda projektowania optymalnych filtrów ułamkowo-opóźniają-cych oparta na zespolonym algorytmie Remeza. W pracy pokazano, że można jąuprościć w przypadku projektowania filtrów ułamkowo-opóźniających. Pokazuje-my również, że jest możliwe dalsze zmniejszenie...
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Literature Review on Conceptualisation of Online Consumer Engagement
PublicationThe purpose of the current study is to develop a literature review on “online consumer engagement” (OCE). Articles from 2006 to 2016 published in the marketing journals and other related journals have been reviewed to summarise the OCE concept. Although there is not an agreed definition and conceptualisation of OCE, this study classified the concept as either behavioural or psychological within the dimensions of cognitive, emotional,...
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The effects of perceived risk, brand value, and brand trust on eWOM
PublicationUnrestricted access to the Internet, mobile devices, social applications and offering shopping comment options via online stores and platforms, encourages customers to generate online reviews about brands. That is why it became important to learn about the factors that motivate customers to create electronic word of mouth (eWOM). The survey aimed to check if there are links between perceived brand value, perceived risk, brand trust...