Search results for: CATEGORY LOYALTY

• Brand loyalty creation in the social network. Does the product category matter?

  Publication

  • W. Kucharska

  - Year 2017

  The 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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• The authenticity in social media. Club and football players’ relations

  Publication

  • A. Kozłowska
  • W. Kucharska

  - Year 2019

  The authenticity in social media is one of the crucial factors of brands success. In the era of fake news, illusions, manipulations or other artificial attributes of the virtuality and reality today it is a real source of value. The presented study aims to verify how football club and football players’ brands’ authenticity influence attitudinal loyalty in social media. Findings proved that the authenticity is something social media...

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