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• Shaping the brand awareness of science and technology parks in Eastern Poland

  Publikacja

  • A. Lis
  • E. Romanowska

  - Barometr Regionalny. Analizy i Prognozy - Rok 2016

  The 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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