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Search results for: branding
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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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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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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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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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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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Urban lighting masterplan – origins, definitions, methodologies and collaborations
PublicationAwareness of the significance and benefits of properly designed urban lighting masterplans has been growing since the early 21 st century. There are many factors driving this notable change, such as developments in lighting technology, energy conservation, city branding design and economics, environmental impacts, human health and wellbeing, and people-oriented sociological aspects. As the profession of ‘independent urban lighting...
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Seminarium „Dzień dobry Biznes
EventsBank Gospodarstwa Krajowego, Urząd Marszałkowski Województwa Pomorskiego oraz Politechnika Gdańska serdecznie zapraszają na seminarium dla studentów i absolwentów „Dzień dobry Biznes”.
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City as a product. Architecture as an Economic Instrument. Are Global Cities People-Friendly Places?
PublicationWhile spending time in our everyday urban environment do we ever think how particular architecture influences the economic value of that space? Space has its measurable financial value. From the economic point of view a place can be treated as a product that fights for appearing in tourists’ and investors’ consciousnesses. Space - treated as an object of demand and supply - becomes an element in a marketing game. To reach its...