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Search results for: CONSUMER’S ONLINE BRAND-RELATED ACTIVITIES
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The study of polish consumer's online brand-related activities
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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 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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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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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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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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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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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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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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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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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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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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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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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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Modeling Online Buyers’ Preferences Related to Webpages Layout
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The comparison of antioxidant properties and nutrigenomic redox-related activities of vitamin C, C-vitamers, and other common ascorbic acid derivatives
PublicationThe term ‘vitamin C’ describes a group of compounds with antiscorbutic activity of L-ascorbic acid (AA). Despite AA’s omnipresence in plant-derived foods, its derivatives have also been successfully implemented in the food industry as antioxidants, including the D-isomers, which lack vitamin C activity. This study aimed to determine the relationship between redox-related activities for five derivatives of AA using electrochemical,...
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Mariusz Kaczmarek dr hab. inż.
PeopleReceived M.Sc., Eng. in Electronics in 1995 from Gdansk University of Technology, Ph.D. in Medical Electronics in 2003 and habilitation in Biocybernetics and Biomedical Engineering in 2017. He was an investigator in about 13 projects receiving a number of awards, including four best papers, practical innovations (7 medals and awards) and also the Andronicos G. Kantsios Award and Siemens Award. Main research activities: the issues...
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Phenolic Content and Related Antioxidant Activities in in vitro Cultures of Cephalotaxus Harringtonia L. Grown in Egypt
PublicationAbstract: Quantitative estimation of the total phenolics, total flavonoids, antioxidant activity and HPLC analysis of phenolic compounds in the mother plant, in vitro shooting and callus cultures of Cephalotaxus harringtonia L. grown in Egypt were measured. For shooting behaviour, using Woody plant medium (WPM) with 2 mg/l Benzyladinin (BA) in the second subculture gave the highest number of shootlet/explant (2.33 shootlet/explant)...
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The Portrait of Cyberchondria—A Cross-Sectional Online Study on Factors Related to Health Anxiety and Cyberchondria in Polish Population during SARS-CoV-2 Pandemic
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Kamila Kokot-Kanikuła mgr
PeopleKamila Kokot-Kanikuła is a digital media senior librarian at Gdańsk University of Technology (GUT) Library. She works in Digital Archive and Multimedia Creation Department and her main areas of interests include early printed books, digital libraries, Open Access and Open Science. In the Pomeranian Digital Library (PDL) Project she is responsible for creating annual digital plans, transferring files on digital platform, and promoting...
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Adam Macierzanka dr hab. inż.
People2015-presentHead of Department, Associate ProfessorDepartment of Colloid and Lipid Science, Faculty of Chemistry, Gdansk University of Technology, Gdansk, Poland 2019-2020Visiting Professor, Food Science and NutritionRiddet Institute, Massey University, Palmerston North, New Zealand 2014-2015Research LeaderColloid Science, Food & Health Research ProgrammeInstitute of Food Research, Norwich, United Kingdom 2012-2014Full Professor,...
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Marta Kuc-Czarnecka dr
PeopleMarta Kuc-Czarnecka is the deputy head of the Department of Statistics and Economics at the Faculty of Management and Economics of the Gdańsk University of Technology. She also serves as the Dean's proxy for AMBA accreditation. She is a co-founder of Rethinking Economics Gdańsk and a member of the Foundation Edward Lipiński for the promotion of pluralism in economic sciences. In 2018-2022, she was Eurofound’s quality of life and...
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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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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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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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Adam Dąbrowski dr inż.
PeopleAdam Dabrowski has obtained a PhD in mechanical engineering from Gdańsk University of Technology and MSc. degree in mechatronics from Technische Universität Hamburg. He has an industry experience in Institute of Aviation Engineering Design Center (Warsaw, Poland) and SICK AG (Hamburg, Germany). Additionally, as an assistant at Gdansk University of Technology he teaught courses on mechanics, space mechanisms and dynamics of space...
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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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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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Magdalena Szuflita-Żurawska
PeopleHead of the Scientific and Technical Information Services at the Gdansk University of Technology Library and the Leader of the Open Science Competence Center. She is also a Plenipotentiary of the Rector of the Gdańsk University of Technology for open science. She is a PhD Candidate. Her main areas of research and interests include research productivity, motivation, management of HEs, Open Access, Open Research Data, information...
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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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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 ONLINE APPLICATION AND E-LEARNING IN THE COMPETENCE-BASED MANAGEMENT IN PUBLIC ADMINISTRATION ORGANIZATIONS
PublicationThe integration of effective management of work-related processes and utilization of human resources potential leads to the development of organization. The purpose of this paper was to examine how the principles of competences-based management can be introduced to enhance organization’s effectiveness in human resources management. A model of assessment and development of competences-based management, embracing an online application...
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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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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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Countries with the highest and the lowest electricity consumption per capita in 1998, kWh / c
Open Research DataFor several years, domestic electricity consumption has been growing (the average annual growth rate of electricity consumption for 2005-2010 is 2.75%). The increase in demand for electricity is related to the continuous development of the Polish economy, the enrichment of society and the growing, year by year, industrial production. It should be noted...
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IATUL Fall Seminar - Connecting in a disconnected world.
Events We invite both current community members and other people interested in IATUL's activities to the online seminar on December 15, 2021. During the meeting, we will talk about the mission and activities of the organisation, as well as the benefits of belonging to the IATUL community. In addition, Special Interest Groups (SIGs), analysing...
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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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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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Compliance with the restrictions during the COVID-19 pandemic in Poland and Sweden
Open Research DataOur study is aimed to check if the difference between Sweden and Poland in trust is related to negative affective reactions to authorities and law antipathy being manifestations of lack of trust and related to value-based legitimacy, behavioral legitimacy and prosocial justification of compliance with the restrictions put on citizens to limit the spread...
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Study on VR Application Efficiency of Selected Android OS Mobile Devices
PublicationCurrently, the number of scenarios for using VR (Virtual Reality) technology grows every year. Yet, there are still issues associated with it, related with the performance of the mobile device itself. The aim of this work is to perform an analysis of the effectiveness of virtual reality applications in case of mobile platforms. We put the main emphasis on examining the performance and efficiency of four different hardware and software...
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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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Rozwój badań nad kapitałem marki bazującym na konsumencie – przegląd literatury
PublicationCelem artykułu jest prezentacja koncepcji kapitału marki bazującego na konsumencie (CBBE) oraz dotychczasowego dorobku badawczego w zakresie jego pomiaru . Realizacja tak postawionego celu wymagała przeprowadzenia wyczerpujących studiów literatury na ten temat, która wyróżnia dwa oddzielne podejścia do pomiaru CBBE: podejście bezpośrednie oraz pośrednie. Artykuł dostarcza menedżerom marki wiedzy na temat głównych kierunków ich...
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Individual corporate reputation, perception of collective corporate reputation, stock market investments
Open Research DataThere are two ways of conceiving of corporate reputation: individual and collective. Although related, they are not driven by the same factors. Thus, each of them may have a distinct impact on investment decisions. The following dataset includes the data obtained in an incentivized economic experiment based on vignette studies. We induced the perception...
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Neuroeconomy and Neuromarketing: The Study of the Consumer Behaviour in the COVID-19 Context
PublicationTo address the study of consumer behavior in the post-COVID-19 era, the present Research Topic brings together a set of papers that attempt to study how different factors triggered by the pandemic have achieved a significant effect on consumers' behavioral intentions. These papers examine different subtopics related to food, health products, collaborative economy and, of course, neuroscience. Globally, the objectives of this special...
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Structure of the SME sector by economy sectors in Poland and the EU-28
Open Research DataEurostat data show that almost 75% of SMEs in Poland are trade and services, and every seventh enterprise conducts activities related to construction, and every eight - in industry. Comparing the industry structure of Polish companies with the structure of enterprises operating in EU countries, it should be noted that we are characterized by a greater...
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Employee benefits in comparision to the personal payroll fund in 2017-2019 on given example
Open Research DataIn modern employee relations, employers offer employees a whole range of benefits, which usually are required by the relevant regulations on the part of the employer, which serve to create appropriate working conditions.
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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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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...