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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...
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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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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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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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Badanie aktywności online polskich konsumentów dotyczącej marek
PublicationRozwój nowych trendów w internecie, a w szczególności Web 2.0, spowodował wzrost społecznego zaangażowania internautów oraz dalszy rozwój kanałów społecznościowych i tym samym różnego typu platform interaktywnych. Internet zachęca internautów do interakcji z witrynami, a za ich pośrednictwem z innymi użytkownikami sieci. Umożliwia im tworzenie treści na temat różne tematy, w tym na przykład związany z markami produktów. Dzięki...
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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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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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Typologia aktywności online konsumenta w zakresie marki
PublicationWeb 2.0 daje konsumentom nieograniczone możliwości wchodzenia w interakcje, wypowiadania się, udostępniania oraz kreowania treści dotyczących produktów i marek. Tego typu aktywność konsumentów, która ma miejsce w Internecie (tzw. COBRA), stanowi wielką wartość dla firm. Niniejszy artykuł stanowi pierwszą próbę przedstawienia pełnej klasyfikacji tego typu zachowań w trzech głównych kategoriach (konsumpcji, kontrybucji i kreacji),...
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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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In Search for Answers: Light4Health Online Course of Health Research for Interior Lighting Design
PublicationThree years ago, when I wrote an article in arc called: Human Centric Lighting. The New X Factor? (arc no. 108 Feb/Mar 2019), my intention was to raise questions in relation to the new topic and to find solid, research-based answers in the years to come. Today, I am happy to report that the lighting community, with the Light4Health Online Course of Health Research for Interior Lighting Design, has a useful tool, and consortium...
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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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Zaufanie do marek jako mediator pomiędzy postrzeganym ryzykiem i skłonnością do elektronicznego word-of-mouth
PublicationRozwój Internetu oraz dostęp konsumentów do mediów społecznościowych wpływają na ich zaangażowanie on-line. Odzwierciedla to również sposób, w jaki konsumenci wyrażają opinie o markach i produktach w Sieci. Celem ankiety było zbadanie wpływu postrzeganego ryzyka i zaufania do marki na skłonność konsumentów do electronic word-of-mouth (eWOM). Ponadto, autorzy zbadali rolę zaufania do marki jako mediatora w relacji między postrzeganym...
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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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Zintegrowane działania komunikacyjne w internecie na przykładzie marki Żywiec Zdrój Smako-Łyk
PublicationArtykuł ma na celu ukazanie przykładów angażowania polskich internautów w kampanie komunikacji marketingowej realizowane dla marki Żywiec Zdrój Smako-Łyk. Analizie poddano treści odnoszące się bezpośrednio do marki oraz wybranych kampanii online prowadzonych w latach 2009–2015. W ostatnich latach w Polsce można obserwować coraz więcej kampanii wykorzystujących potencjał, jaki mają w sobie internauci. Cenne pomysły można pozyskać...
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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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Las pełen muzyki:Unikatowe walory architektury Opery Leśnej w Sopocie, dawniej i obecnie
PublicationZakończona sukcesem współczesna modernizacja architektury , konstrukcji i elementów nowej estetyki kultowego obiektu Opery Leśnej w Sopocie daje podstawę do snucia optymistycznych wniosków na temat przyszłości rozwoju kultury muzycznej w szerokim tego słowa znaczeniu Cała.przestrzeń nowoczesnego funkcjonalnego obiektu o innowacyjnej konstrukcji zadaszenia nad sceną i powiększoną 5000 miejs- widownią ,jest nową atrakcja...
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Acoustics - new services for urban planning, research and education
PublicationThe main purpose of the presented design is twofold, namely: providing detailed information about the noise threats that occur every day in city areas and preventing the noise induced hearing loss especially among young people. An experimental system designed for the continuous monitoring of the acoustic climate of urban areas was developed and implemented within the PLGrid Plus project. The assessment of environmental threats...
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How do responsible universities perceive their social engagement? In search of signs of Creating Shared Value by the University
PublicationObjectives: University social responsibility still lacks legitimisation and is perceived as a burden that hinders academics from doing research and teaching. Creating Shared Value by the University may serve as a tool to motivate universities to engage in initiatives for society, as this is beneficial for both parties. Yet, some researchers perceive the creation of economic value as inappropriate for academia. Thus, it was interesting...
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UAV IN TODAYS PHOTOGRAMMETRY – APPLICATION AREAS AND CHALLENGES
PublicationThere a few important factors, that nowadays, unmanned aerial vehicles (UAV) are used by wider community, and for cases and applications, that cannot be performed never before. Small UAVs, as a photogrammetry measurement tool provide flexibility, reliability, are safe and easy to use, can be deployed in minutes, initial measurement can be delivered yet on the field, and final accurate measurements are calculated in a very short...
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Antecedents to Achieve Kanban Optimum Benefits in Software Companies
PublicationIn 2004, Kanban successfully entered into the Agile and Lean realm. Since then software companies have been increasingly using it in software development teams. The goal of this study is to perform an empirical investigation on antecedents considered as important for achieving optimum benefits of Kanban use and to discuss the practical implications of the findings. We conducted an online survey with software professionals from...
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Application of an online judge & contester system in academic tuition
PublicationPraca zawiera opis systemu typu ''Online judge & contester'' o nazwie SPOJ, wykorzystywanego do zdalnej nauki programowania. Został on pomyślnie wdrożony w nauczaniu informatyki na Politechnice Gdańskiej. Omówiono zasadę działania i mechanizmy bezpieczeństwa systemu SPOJ. Przedstawiono wnioski z doświadczeń przy stosowaniu tego typu systemów w nauczaniu na etapie studiów 1. i 2. stopnia w ciągu ostatnich czterech lat.
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Application of an online judge & contester system in academic tuition
PublicationPraca zawiera opis systemu typu ''Online judge & contester'' o nazwie SPOJ, wykorzystywanego do zdalnej nauki programowania. Został on pomyślnie wdrożony w nauczaniu informatyki na Politechnice Gdańskiej. Omówiono zasadę działania i mechanizmy bezpieczeństwa systemu SPOJ. Przedstawiono wnioski z doświadczeń przy stosowaniu tego typu systemów w nauczaniu na etapie studiów 1. i 2. stopnia w ciągu ostatnich czterech lat.
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Scholarly communication activities in the fields of chemistry and economics. A Polish perspective
PublicationThis study examines the scholarly communication activities in two scientific fields, chemistry and economics, in a Polish context. The dissertation aims at investigating what characterises the publishing choices of researchers and what supplementary forms for the dissemination of research output are used by scholars. In addition, the paper is looking into what are the views and awareness of open access and institutional repositories...
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A Study of Transport Behaviour of Academic Communities
PublicationAn important challenge to achieving sustainable university campuses is ensuring that the academic community makes sustainable transport choices. The objective of this study was to investigate the daily commuting patterns, identify the potential for change, and determine the factors and criteria affecting the transport decisions of academic communities of two universities located in Gdansk, Poland. This paper summarizes the results...
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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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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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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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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 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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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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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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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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Cohousing: the place of community
PublicationThe crisis of social bonds, which affects living environment, has lead to the revival of traditional neighbourly relations. The idea of cohousing is included in this trend. Its inspiration may be found in the tradition of rural community, which used to adjust the system of rural settlements to the needs of community life.
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S09-4 The development of the Physical Activity Environment Policy Index (PA-EPI): a tool for monitoring and benchmarking government policies and actions to improve physical activity
PublicationBackground Insufficient physical activity (PA) is a global issue for health. A multifaceted response, including government action, is essential to improve population levels of PA. The purpose of this study was to develop the ‘Physical Activity Environment Policy Index’ (PA-EPI) monitoring framework to assess government policies and actions for creating a healthy PA environment. Methods An iterative process was undertaken. This...
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The Physical Activity Environment Policy Index for monitoring government policies and actions to improve physical activity
PublicationBackground A multifaceted response, including government action, is essential to improve population levels of physical activity (PA). This article describes the development process of the ‘Physical Activity Environment Policy Index’ (PA-EPI) monitoring framework, a tool to assess government policies and actions for creating a healthy PA environment. Methods An iterative process was undertaken. This involved a review of policy...
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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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Interpersonal social work skills for community practice
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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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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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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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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....