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Search results for: BRAND MANAGEMENT
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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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The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football
PublicationPurpose: In the current era of fake news, illusions, manipulations, and other artificial attributes of virtuality and reality, authenticity is a virtue that people highly appreciate. This study examines the influence of the personal brand authenticity of top football players on loyalty to the football discipline in general, via the mediation of personal brand identification. Design: Based on data collected from a convenience sample...
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Do global brands contribute to the economy of their country of origin? A dynamic spatial approach
PublicationPurpose - Brand positioning based on the brand’s country of origin is at the centre of attention in international marketing. It is evident that global brands constitute critical intangible assets for businesses and places. However, it is not clear how they contribute to national economies. This paper aims to discuss the significance of brands as contributing to the value of their companies but also helping to leverage national...
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Personal branding of artists and art-designers: necessity or desire?
PublicationPurpose Personal branding becomes a new in-demand skill for all professionals today. To be well-known helps to achieve success in the networked business environment. Personal relationships and a good reputation in the reality of network economy help young artists and art designers move up the career ladder. This paper aims to discuss a problem of artists who often find it difficult to define their artistic and self-distinction...
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Framing the Temporal Dimensions of a Brand
PublicationDrawing on existing research dealing with time in brand and brand management, this paper aims at providing a comprehensive and coherent framework of some time-related concepts, with a special emphasis on what happens when a brand reaches the senescence stage. In addition, it strives to consider what happens when a brand becomes long-lived enough, looking at the brand’s customer base. While undoubtedly time affects customers’ age...
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Implementing the consumer-based brand equity scale for beer brands – a Tyskie and Żywiec case study
PublicationThe concept and management of brand equity is of great importance to scholars and managers. In this article, brand equity is approached from the consumers’ point of view i.e., consumer-based brand equity (CBBE) in the context of two beer brands offered in Poland – Tyskie and Żywiec. The objective of this article is to demonstrate how managers can implement the CBBE scale as an audit and monitoring instrument to their brands. A...
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Implementing second-order CFA model for the factorial validity of brand equity
PublicationThe purpose of this study was to test the implementation of a second-order CFA model for the factorial validity of Aaker’s consumer-based brand equity framework. To test the proposed theoretical model 186 data sets generated through a standardized onlinesurvey were evaluated. The data wasanalyzedusing structural equation modeling with AMOS 21.0 software. The results demonstrated that the higher order CFA model for consumer-based...
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Text Mining Algorithms for Extracting Brand Knowledge; The fashion Industry Case
PublicationBrand knowledge is determined by customer knowledge. The opportunity to develop brands based on customer knowledge management has never been greater. Social media as a set of leading communication platforms enable peer to peer interplays between customers and brands. A large stream of such interactions is a great source of information which, when thoroughly analyzed, can become a source of innovation and lead to competitive advantage....
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Consumer social network brand identification and personal branding. How do social network users choose among brand sites?
PublicationBrands’ social networking sites (fan pages) are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to understand better how users choose among social networking sites as an act of brand identification. The study presents a new model whose structure of identification drivers for social networking brand sites varies for customer...
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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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Tacit Knowledge Sharing and Project Performance. Does the Knowledge Workers' Personal Branding Matter?
PublicationTacit knowledge sharing is the real challenge for knowledge management today. Network economy has completely changed the role of knowledge workers who now become independent tacit knowledge producers. Bearing this fact in mind, the author studied how tacit knowledge sharing affects the process of building a personal brand and project performance. For this purpose, the authors conducted a study among Polish professionals with different...
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The (over)touristification of European historic cities: a relation between urban heritage and short-term rental market demand
PublicationIn this chapter, I wish to highlight the critical relationship between heritage management issues and building environment transformation. I argue that such a relationship is directly expressed through the tourism phenomenon, and it should be measured through the economic dimension of the short-term rental market, which introduces this rule of thumb: if there is a lack of demand, the brand of the city is weak; if there is too much...
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Creating Hotel Services from a Perspective of Extraordinary Customer Experience
PublicationThis conceptual article aims to explore the process of providing hotel services in the context of requirements arising from the experience economy. Both the concept of experience marketing and the concept of customer experience management provided a theoretical framework for the discussion. Based on a review of literature and conclusions derived from hotel managers’ experiences, a research model is proposed, which may be of some...
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Image as a key factor of brand value at social media
PublicationThe paper aims to investigate the relationship between social media presence and activities and brand value for the most valuable Global Brands 2012 (Interbrandt 2013). Social media communication is an innovative way of communication. Brand value is a key performance indicator of brand strategy for managers. Brand and category image realized to be the key factor of investigated relation.
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Krajobraz wiejski i turystyka. Poszukiwanie równowagi pomiędzy widzeniem i wizerunkiem wsi
PublicationNajważniejszym składnikiem marki wsi jest krajobraz. Wizerunek wsi kreowany w turystyce i dostępny widok różnią się jednak coraz bardziej: przekaz reklamowy identyfikuje wieś z przyrodą oraz ciszą i spokojem; wieś realna stanowi, najczęściej dysharmonijną, mozaikę wiejsko-miejskiego zagospodarowania. Konfrontacja dostarczonego przez turystykę komunikatu z oglądanym krajobrazem podważa wiarygodność marki wsi, co stanowi zagrożenie...
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Corporate social responsibility practices incomes and outcomes: Stakeholders' pressure, culture, employee commitment, corporate reputation, and brand performance. A Polish–German cross‐country study
PublicationThis study aims to compare employee perception of corporate social responsibility (CSR) practice incomes and outcomes in the construction industry in Poland and Germany. It proposes a model that examines the influence of stakeholder pressure, culture, and CSR practices on company brand performance, reputation, and employee identification. The findings suggest that the structure of relationships varies for project‐managed construction...
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Customer Engagement Consequences for Firms
PublicationPurpose: Customer engagement (CE) is a customers’ voluntary resource contribution to firms’ functions, and it goes beyond transactions during customers’ behavioral manifestations toward the brand or firm’s offerings or activities. The effective CE management requires to understand the potential CE effects, and leverage the potential benefit and threat of CE, however negative consequences or risks of CE have remained unexplored...
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Tacit Knowledge Sharing and Personal Branding. How to Derive Innovation From Project Teams?
PublicationInnovation, relationships, cooperation, and knowledge are key factors which determine a competitive advantage in the networked economy. A network serves as a contemporary form of market process coordination. Network economy, according to the idea of prosumerism, is founded on collaboration of individual creators based on a network of values instead of hierarchical dependencies. Another feature of a network is that it imposes symmetry...
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Customer Assessment of Brand Valuation and Social Media
PublicationThe research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become insignificant the consumer is not capable of assessing their equity adequately. In order to verify the thesis the author has accepted...
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The impact of brand communication on brand equity through Facebook
PublicationPurpose The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook. Design/methodology/approach We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand...
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Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model
PublicationSo far, there have been no studies that explore how employee brand commitment moderates CSR practice outcomes. Employee brand commitment is often claimed as a focal input and output of the CSR. So, it means that it shapes CSR conditions. Then, it is a moderator. This study aims to verify it. Besides, commitment exists in many forms and can be achieved in many ways. Hence the question, if employees are committed to the brand, then...
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Brand loyalty creation in the social network. Does the product category matter?
PublicationThe final goal of all marketers’ effort is to achieve a high level of loyalty toward their brands. Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand loyalty creation. The aim of this research, based on European sample, is to fill the gap in understanding the product category loyalty and brand loyalty relation as an output of brand identification...
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Effects of Store Brand Perceived Risk on Buyers’ Behavior – Four Decades of Research Overview = Wpływ postrzeganego ryzyka związanego z markami własnymi na zachowania nabywców – przegląd czterech dekad badań
PublicationAbstract. The aim of this paper is to present the concept of store brand perceived risk and the most important studies on its measurement that were being conducted for 40 years. For this purpose, an extensive literature review is introduced. Some aspects of the risk constructs and major effects of store brand perceived risk are emphasized. This paper provides key directions to brand managers regarding store brand assortment.
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Personal Branding and Brand Loyalty, Social Network Users Brand Identification: Polish-French Model
PublicationSocial network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research, based on a multinational sample, is to fill the gap in understanding how users choose among social networking sites as an act of brand identification. The authors of the paper point to the fact that creating a personal brand is becoming more...
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Effects of social media communication on brand equity and brand purchase intention
PublicationThe author studied the effect of two different social media communication on brand equity and brand purchase intention. A total of 504 data sets were generated through a standardized online-survey and analysed with structural equation modeling. The results of the empirical study showed that both firm-created and user-generated social media communication influenced brand equity, consequently impacting brand purchase intention. This...
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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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User-generated images and its impact on consumer-based brand equity and on purchase intention
PublicationResearchers and brand managers have limited knowledge of the effects that different types of user-generated content (UGC) have on consumers’ perception of brands and behavior. In this study we investigated 301 authors of a specific category of UGC, i.e., user-generated images (UGI) on a social networking site to confirm the relationships of four drivers reported in literature (co-creation, empowerment, community, and self-concept)...
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Fees for Advertisements in Public Space Incurred by a Given Bank Brand in Poland
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The effect of social media communication on consumer perceptions of brands
PublicationResearchers 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...
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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...
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Antecedents and Consequences of Brand Loyalty
PublicationThe objective of this paper is to review, systematize, and summarize empirical research on the antecedents and consequences of brand loyalty. The literature review has identified five categories of antecedents to brand loyalty associated with consumer, brand, social, corporate and relational factors. The type of loyalty formed varies according to the combination of various antecedents, with premium loyalty being considered the...
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The condition of economies. Do most valuable global brands matter?
PublicationResearch background: Brands are considered to be the most valuable asset of a company. Some of them achieve spectacular global results. The significance of global brands is proved by the fact that their value is often greater than the sum of all company’s net assets. Purpose of the article: The aim of this article is to highlight that brand value does not only create company’s value, but also leverages economies. The Authors claim...
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Fees For Advertisements In The Right-Of-Ways Of Public Roads Incurred By A Given Bank Brand In Poland
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Zarządzanie tożsamością w organizacjach na różnych poziomach zagregowania
PublicationNiniejszy artykuł stanowi naukową refleksję nad pojęciem tożsamości grupowej, odnoszonej do przedsiębiorstw oraz ich agregatów, określanych przez autorkę mianem „organizacji na wyższych poziomach zagregowania”. Głównym celem artykułu jest przegląd literatury z zakresu tożsamości przedsiębiorstwa, a na tej podstawie próba ustalenia czym jest taka tożsamość i co się na nią składa. Na wstępie autorka przedstawia definicje tożsamości...
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Measuring Consumers' Engagement With Brand-Related Social-Media Content. Development and Validation of a Scale that Identifies Levels of Social-Media Engagement with Brands
PublicationThe 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...
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Celebrities’ personal brand authenticity in social media: an application in the context of football top-players. The Robert Lewandowski case
PublicationThe aim of the study is to explore personal brand authenticity in social media through sentiment analysis. A survey has been conducted in the context of football players with respect to Robert Lewandowski – the most valuable Polish football-celebrity brand. Authors first assess antecedents of his brand authenticity basing on an international sample of social media users, made of 219 cases from 22 countries (intentionally excluding...
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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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Znaczenie płci w procesie zakupu marek własnych sieci handlowych – analiza wielogrupowa
PublicationThe purpose of the article is to analyze the differences in the behavior of men and women in the process of purchasing store brands (SBs). Using an established conceptual model, we intended to identify differences, depending on gender of buyers, in the size of the effects of store image and brand price-image on perceived risk and subsequently on store brand purchase intention. A total of 652 respondents participated in the study....
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The Most Valuable Global Brands and Condition of Economies: a Spatial Approach
PublicationResearch background: Brands are considered to be the most valuable asset of a company. Some of them achieve spectacular global results. The significance of global brands is proved by the fact that their value is often greater than the sum of all company’s net assets. Purpose of the article: The aim of this article is to highlight that brand value does not only create company’s value but also leverages economies. We claim that even though...
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What do hashtags afford in digital fashion communication? An exploratory study on Gucci-related hashtags on Twitter and Instagram.
PublicationBeing enmeshed in a digital environment, we daily produce internet-mediated texts – encompassing several different semiotic codes – accessible on a global scale. Posts on different networks usually contain hashtags, which can be understood as affordances or behavior opportunities. These affordances allow specific actions both from the part of the writer and the reader. They can also be “behavior triggers,” which invite certain...
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Personal Branding—A New Competency in the Era of the Network Economy. Corporate Brand Performance Implications
PublicationPrimary assets of the network economy are information, network, re-lationships, knowledge, and a virtual environment. The competency of personal branding exercised by knowledge workers, also thought of as knowledge producers, is becoming a natural consequence of the business environment where the significance of hierarchies is constantly decreasing. Knowledge workers are powerful as never be-fore and can exist as separate actors...
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The Corporate Museum: A New Type of Museum Created as a Component of Marketing Company
PublicationA new type of museum appeared – the corporate museum. The museum institution in this instance has been used as a new marketing device for building corporate identity strategies. Their inception is not based on the existing context of a place, but appears to be integrated with the corporate identity program, exposing the company’s values and philosophy. The corporate museums are thematic, commercial buildings, owned by a particular...
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Personal Brand Value and Social Media, the Top Football Players’ Case
PublicationPersonal branding valuation and social media usage are new and empirically unexplored areas of research. The aim of the presented study is to determine how social media performance and sentiment are related to the value of a personal brand. Based on an example of 100 most valuable football players, in reference to transfermarkt.com and the sentione.com (sentiment analysis), the author points out the strongest...
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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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Selfie and Personal Branding Phenomena in the Context of the Network Economy. A Literature Review
PublicationSelf-taken pictures called “selfies” shared in social media have become a worldwide phenomenon. This is due to the increased need of human being to share to other people their daily lives and to build their own personal brand in the networked world. Despite that, the subject of personal branding has not been sufficiently discussed in academic marketing literature over the past decade. The objective of the study is to present the...
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Challenges of branding and marketing of clusters
PublicationClusters have proved to be powerful engine s of economic development in the European Union. Clusters and their stakehol ders can derive many benefits fr om a strong cluster brand. However, they face numerous branding and marketing challenges. Specifics of clusters, such as multiple stakeholders, make it difficult to forge a strong brand identity. This paper addresses the need to develop a cluster specific approach to branding and...
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Exploring the role of brand experience in driving consumer emotions and engagement with sports brands in Australia
PublicationPurpose: This paper aims to fill the theoretical gap in understanding and practical implementation by examining how sports brands in Australia use brand experience to link emotional response and brand engagement. Design/methodology/approach: The study fits into the positivist paradigm. The starting point is the stimulus-organism-response theory. A quantitative method, which is an online survey, was used to collect data. Responses...
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Italy, an Extraordinary Commonplace? Stereotypes and Imaginaries of Italianness in Online Communication by Fashion Brands
PublicationThe paper explores the use of country-related stereotypes associated with Italian identity in the social media communication of 21 Italian fashion brands on Instagram. Focusing on the concept of “made in Italy”, the research employs image content analysis to identify how the selected sample of brands communicates Italian identity globally. The theoretical framework emphasizes the importance of the Country of Origin (COO) concept,...
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Barcelona - from the province to Metropolis.The cogent strategy of branding the city
PublicationThe phenomenon of rebranding Barcelona's image, called the Barcelona effect or 'Barcelona Model', is exampled as one of the most spectacular transformations of the city perception in the last decade. Why has Barcelona been successful? Is it the effect of the recently intensified revitalization practice, or has the city of Barcelona built its brand market value for years? The aim of the research is to name these transition...
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The Pomerania Design Faktory as an Example of 50+ Entrepreneurship Promotion
PublicationThe article presents one of the programmes carried out by The Gdańsk Entrepreneurs' Foundation and The Gdansk Labor Office in 2013/14, dedicated to seniors. It is a great example of an innovative project aimed at the activation of individuals aged 50+ by using their own talents and interests in business. It also shows the results of intergenerational cooperation because the trainers — especially the designers — were much younger...