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Search results for: CONSUMER'S BRAND ENGAGEMENT
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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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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 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 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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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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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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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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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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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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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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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 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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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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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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The study of polish consumer's online brand-related activities
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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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Digital Transformation and Its Influence on Sustainable Manufacturing and Business Practices
PublicationThe paper focuses on the relationship between businesses and digital transformation, and how digital transformation has changed manufacturing in several ways. Aspects like Cloud Computing, vertical and horizontal integration, data communication, and the internet have contributed to sustainable manufacturing by decentralizing supply chains. In addition, digital transformation inventions such as predictive analysis and big data analytics...
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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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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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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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CONTEMPORARY ART AND CIVIC ENGAGEMENT
PublicationThe paper aims to explore the potential role of contemporary art as a catalyst for social transformation and civic engagement. The research focuses on the visual arts and their power to change social attitudes in contemporary society. On the basis of theoretical, transdisciplinary approaches and analysis of artwork the paper investigates emerging forms of art and how they address pressing social issues and concerns that would otherwise...
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Work Values of Police Officers and Their Relationship With Job Burnout and Work Engagement
PublicationValues represent people’s highest priorities and are cognitive representations of basic motivations. Past research shows that levels of both aspects of job-related well-being, job burnout and work engagement, are related to work values. The policing profession is associated with high engagement and a risk of burnout. There is a gap in the literature regarding the hierarchy of work values in police officers, how work values are...
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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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The effects of relational and psychological capital on work engagement: the mediation of learning goal orientation
PublicationPurpose – This paper proposes a research model in which learning goal orientation (LGO) mediates the impacts of relational capital and psychological capital (PsyCap) on work engagement. Design/methodology/approach – Data obtained from 475 managers and employees in the manufacturing and service industries in Poland were utilized to assess the linkages given above. Common method variance was controlled by the unmeasured latent method...
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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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Enhancing Customer Engagement in Social Media with AI – a Higher Education case study
PublicationPurpose. The study aims to demonstrate the importance of artificial intelligence (AI) and examples of tools based on it in the process of enhancing (building, measuring, and managing) customer engagement (CE) in social media in the higher education industry. CE is one of the current essential non-financial indicators of company performance in Digital Marketing strategy. The article presents a decision support system (DSS) based...
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Codesigned Digital Tools for Social Engagement in Climate Change Mitigation
PublicationDigital technologies and economies can strengthen participative processes and data- and knowledge-based sustainable urban development. It can also accelerate social integration and the efforts of urban dwellers towards more resilient urban environments. Gap: Most of the tools that strengthen participatory processes were not cocreated with stakeholders. Research shows that codesigned platforms driven by new technological advances...
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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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EDUCATIONAL ENGAGEMENT OF THE ELDERLY – THE EXPERIENCES OF THE SELECTED BALTIC SEA REGION (BSR) COUNTRIES
PublicationThe aim of this article is to present the engagement of the elderly being close to retirement age in the Baltic Sea Region countries in the education of the adults, as well as to discuss the possibilities and conditions for the educational activity of the elderly. The authors also refer to the relationship between the participation of the elderly in education and their socio-economic situation.
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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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Employees’ self-expansion as a mediator between perceived work conditions and work engagement and productive behaviors
PublicationThere has been increasing scientific interest in the relationships between self-perception and group identity development processes as well as the behavioural implications of these processes in organizational contexts. Recently, the concept of workplace self-expansion has been introduced to work and organizational psychology. That is, the self-expanding characteristics of work and the workplace have been related to job satisfaction...
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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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Shaping the brand awareness of science and technology parks in Eastern Poland
PublicationThe main aim of the paper is the analysis of the effects of actions undertaken so far that have aimed at shaping brand awareness of the parks in Eastern Poland, supported under the OP DEP. The authors focused on the demand-side perspectiveand scrutinized two vectors of conscious branding: the surrounding environment and communication with customers. The group of potential customers underwent qualitative research (ITI interviews)....
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Journal of Brand Strategy
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The work-family interface: Job demands, work engagement and turnover intentions of Polish nurses
PublicationA conflict between one's professional life and one's family life may lead to lower well-being both at work and home. Most nurses are women who have traditionally reconciled their professional life with family life. One aim of this study was to examine the relationships between the work-family conflict (WFC),the family-work conflict (FWC), and the perception of job demands (quantitative workload and interpersonal conflicts at work)....
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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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Job Demands, Engagement, and Turnover Intentions in Polish Nurses: The Role of Work-Family Interface
PublicationBackground: Poland has lower ratios of employed registered nurses per 1,000 inhabitants than the EU average. Polish nurses work under miserable conditions without assisting personnel, and they reconcile their professional demands with responsibilities for their families; 96% of them are women. Rationale/Aims: This study uses Hobfoll’s conservation of resources (CORs) theory to explain the role of various resources in the improvement...
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Employees’ self-expansion, work conditions, work engagement and productive behaviours: study 1&2
Open Research DataIn the following studies conducted in Poland, we examined the importance of workplace self-expansion and found that it is a significant mediator between job resources (e.g. compensation and benefits, job tasks) and work engagement (Study 1) as well as task-oriented engagement (Study 2). At the same time, our findings prove that job demands (e.g. role...
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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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Personal Brand Authenticity and Social Media: The Top 5 Football Players’ Case
Publicationhe authenticity is a key factor which attracts the interest of young consumers in the more and more dominant virtual world full of “fake news”,“fake images”, and “fake impressions”. The celebrity authenticity is also important when it comes to gain the positive attitude of the audience and the success in the long term. The unique talent is crucial for all stars. According to football stars, the authenticity of their personal brands...
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City brand equity, a marketing perspective
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Research Involvement and Engagement
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The Evolution of China’s Economic Engagement in Central and Eastern Europe
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The evolution of China's economic engagement in Central and Eastern Europe
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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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Codesigned Digital Tools for Social Engagement in Climate Change Mitigation
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