Wyniki wyszukiwania dla: BRAND LOYALTY

• Antecedents and Consequences of Brand Loyalty

  Publikacja

  • S. Gupta
  • B. Schivinski
  • M. Brzozowska-Woś

  - Handel Wewnętrzny - Rok 2017

  The 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...

  Pełny tekst do pobrania w portalu

• Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?

  Publikacja

  • I. Confente
  • W. Kucharska

  - Journal of Brand Management - Rok 2021

  This 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...

  Pełny tekst do pobrania w portalu

• Personal Branding and Brand Loyalty, Social Network Users Brand Identification: Polish-French Model

  Publikacja

  • W. Kucharska
  • J. Thomas

  - Rok 2017

  Social 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...

  Pełny tekst do pobrania w serwisie zewnętrznym

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

  Publikacja

  • W. Kucharska

  - Rok 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...

  Pełny tekst do pobrania w serwisie zewnętrznym

• The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football

  Publikacja

  • W. Kucharska
  • I. Confente
  • F. Brunetti

  - Journal of Product & Brand Management - Rok 2020

  Purpose: 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...

  Pełny tekst do pobrania w portalu

• Exploring the role of brand experience in driving consumer emotions and engagement with sports brands in Australia

  Publikacja

  • B. Schivinski
  • M. Giulio
  • M. Brzozowska-Woś

  - Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska - Rok 2024

  Purpose: This paper aims to fill the theoretical gap in understanding and practical implementation by examining how sports brands in Australia use brand experience to link emotional response and brand engagement. Design/methodology/approach: The study fits into the positivist paradigm. The starting point is the stimulus-organism-response theory. A quantitative method, which is an online survey, was used to collect data. Responses...

  Pełny tekst do pobrania w portalu

• Implementing the consumer-based brand equity scale for beer brands – a Tyskie and Żywiec case study

  Publikacja

  • B. Schivinski
  • P. Łukasik

  - Marketing i Zarządzanie - Rok 2015

  The 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...

  Pełny tekst do pobrania w portalu

• Journal of Brand Strategy

  Czasopisma

  ISSN: 2045-855X

• The impact of brand communication on brand equity through Facebook

  Publikacja

  • B. Schivinski
  • D. Dąbrowski

  - Journal of Research in Interactive Marketing - Rok 2015

  Purpose 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...

  Pełny tekst do pobrania w serwisie zewnętrznym

• Can Grand Design Doctrines Go Well with Locally Reinvented Urbanisms? Notes from Polish Cities in Transition

  Publikacja

  • Ł. Pancewicz

  - Rok 2014

  The text explores how New Urbanism ideas, a comprehensive global design doctrine, transgress into the context of Polish planning practice. New Urbanism is considered through the perspective of the decentralization of a discussion on a planning policy and a modernization of a State, resulting form its post-Socialist urban change. In the text, New Urbanism is understood as a neotraditionalist movement i.e. drawing from the pre-modernist...