Article 2018
Authors / editors: Beata Tarczydło, Anna Kondak, Adrian Konior
Published in: Marketing i Zarządzanie
In the current new economic reality, the marketing experts can and should use internet as the powerful information and communication, as well as sales channel. The article aims at providing an overview of viral marketing communication related to the brand in the internet, from th…
DOI: 10.18276/miz.2018.54-07 · ISSN: 2450-775X
Article 2018
Authors / editors: Paulina Karp-Zawlik
Published in: Marketing i Zarządzanie
The added value for the employer is acceptance of the goals and values of the company and the positive attitude of the employee to the organization. The main purpose of this article was to show the relationship between the employer branding and organizational commitment. Lack of …
DOI: 10.18276/miz.2018.51-15 · ISSN: 2450-775X
Article 2018
Authors / editors: Katarzyna Szopik-Depczyńska, Agnieszka Wala
Published in: Studia i Prace WNEiZ US
The research problem dealt with in the paper concerns the identification of the types and significance of marketing innovations in the scope of using the private label in a modern distribution channel of retail trade. The authors sought an answer to the question regarding the sco…
DOI: 10.18276/sip.2018.52/2-12 · ISSN: 2450-7733
Article 2017
Authors / editors: Grzegorz Kubski
Published in: Colloquia Theologica Ottoniana
Newer translations of the Gospel according to St. Mark into the Polish language - as well as translations of other books of the Holy Bible - are characterized by a significant reduction of the use of an measures adopted in our culture as a style of biblical, though in varying deg…
DOI: 10.18276/cto.2017.2-06 · ISSN: 1731-0555
Article 2017
Authors / editors: Paweł de Pourbaix, Lucyna Daleka
Published in: Marketing i Zarządzanie
The subject of the paper refers to innovations - a very current issues in literature and economic practice. In the literature and among entrepreneurs, the importance of marketing innovation, including branding, is increasingly being emphasized. The authors present the concept of …
DOI: 10.18276/miz.2017.48-37 · ISSN: 2450-775X
Article 2017
Authors / editors: Jarosław A. Kowalski
Published in: Marketing i Zarządzanie
The purpose of the paper is to identify brand strategies on the energy drinks market, which are products that are difficult to differentiate in other ways than using marketing tools. The position of a brand on the market, such as a leader or occupying a market niche and the role …
DOI: 10.18276/miz.2017.48-33 · ISSN: 2450-775X
Article 2017
Authors / editors: Joanna Dyczkowska
Published in: Marketing i Zarządzanie
A brand is an important part of creating the image and positioning of logistics operators in the market. The aim of the paper is to compare opinions on the brands of selected logistic operators in the assessment of students. The study uses the following research methods - literat…
DOI: 10.18276/miz.2017.48-31 · ISSN: 2450-775X
Article 2017
Authors / editors: Joanna Wyrwisz
Published in: Marketing i Zarządzanie
The aim of the paper is pointing out the using unconventional and customized tools in marketing communication of cities and regions. The particular focus is paid on advertainment, which is an advertisement in an entertainment form, not always directly connected to a product. Base…
DOI: 10.18276/miz.2017.47-29 · ISSN: 2450-775X
Article 2017
Authors / editors: Beata Tarczydło, Honorata Howaniec
Published in: Marketing i Zarządzanie
The aim of this paper is to explain the specificity of contemporary brand storytelling campaigns and their influence on stakeholder's behaviour. In the paper, the importance, mechanism of action, basic technologies and examples of storytelling from the Polish market are character…
DOI: 10.18276/miz.2017.47-28 · ISSN: 2450-775X
Article 2017
Authors / editors: Mateusz Grzesiak
Published in: Marketing i Zarządzanie
The young generation representatives create their personal brand by greater use of the newest communication and information technologies. It is assumed in the paper that YouTube channel is one of the most effective tools used by to shape a personal brand by young people. There ar…
DOI: 10.18276/miz.2017.47-31 · ISSN: 2450-775X
Article 2017
Authors / editors: Monika Skorek
Published in: Marketing i Zarządzanie
Market researchers have been interested in brand communities for nearly two decades. This study attempts to answer two questions: what is the motivation of consumers participating in brand communities and what tangible benefits can both consumers and brand managers have of the re…
DOI: 10.18276/miz.2017.47-22 · ISSN: 2450-775X
Article 2017
Authors / editors: Monika Hajdas
Published in: Marketing i Zarządzanie
The goal of the paper is to present results of an experiment explaining the influence of a residual code of masculinity on brand-related effects. Gender and gender roles are elements used in brand communication. However, models of femininity and masculinity are subject to changes…
DOI: 10.18276/miz.2017.47-18 · ISSN: 2450-775X
Article 2017
Authors / editors: Dagna Siuda, Magdalena Grębosz
Published in: Studia i Prace WNEiZ US
The article presents the possibilities of creating the brand image in social media. Selected methods of marketing communication offered by social media and used by companies to build and reinforce the brand image are also analysed. In the article the review of foreign and Polish …
DOI: 10.18276/sip.2017.48/2-26 · ISSN: 2450-7733
Article 2017
Authors / editors: Alexandra Vereteno, Mikhail Freze
Published in: Ekonomiczne Problemy Usług
The article describes the basic concepts of branding. It presents also a method of formation of the brand in the fast Moving Consumer Goods (FMCG) Market and on the Internet. The authors describe in detail the practical techniques as well as the formation of the brand of the Fac…
DOI: 10.18276/epu.2017.126/2-43 · ISSN: 1896-382X
Article 2016
Authors / editors: Grzegorz Urbanek
Published in: Finanse, Rynki Finansowe, Ubezpieczenia
The notion that a strong brand is a key resource of a company, which may significantly contribute to the company value is gaining growing acceptance among scholars and business practitioners. The subject literature describes many results of studies which empirically confirm the r…
DOI: 10.18276/frfu.2016.79-26 · ISSN: 2450-7741
Article 2016
Authors / editors: Beata Tarczydło
Published in: Marketing i Zarządzanie
The article aims at providing an overview of directions in development of modern marketing communication activities for the brands. The analysis has been focussed on the following thesis: in the second decade of the 21st century, marketing communication is strongly determined by …
DOI: 10.18276/miz.2016.45-34 · ISSN: 2450-775X
Article 2016
Authors / editors: Marian Niedźwiedziński, Halina Klepacz, Kamila Szymańska
Published in: Marketing i Zarządzanie
The objective of the article is to present the most important components and functions of a personal brand and the process and principles of its building in social media. Proper brand image may indeed affect the situation of the individual in the labor market and establish new bu…
DOI: 10.18276/miz.2016.45-30 · ISSN: 2450-775X
Article 2016
Authors / editors: Joanna Wyrwisz
Published in: Marketing i Zarządzanie
The objective of the article is introducing the possibility of using mobile marketing for the marketing communication of cities, in particular in building and creation of the image of the cities brands. The receivers of these actions are broadly understood stakeholders, out of wh…
DOI: 10.18276/miz.2016.45-22 · ISSN: 2450-775X
Article 2016
Authors / editors: Dominika Kuberska, Karolina Suchta
Published in: Marketing i Zarządzanie
The objective of the article is to present the results of research on mothers’ behavior concerning the use of certified baby food products with special emphasis on brand as a determinant of their purchasing decisions. Following the objective, a survey study was conducted in which…
DOI: 10.18276/miz.2016.44-32 · ISSN: 2450-775X
Article 2016
Authors / editors: Jarosław A. Kowalski
Published in: Marketing i Zarządzanie
The process of supporting products’ brands with external brands is increasingly common phenomenon in the market. Co-branding may involve two (or more) products’ brands that are complementary to each other. They pass a message to the target audience about the benefits of synergy o…
DOI: 10.18276/miz.2016.44-31 · ISSN: 2450-775X
Article 2016
Authors / editors: Małgorzata Karpińska-Krakowiak
Published in: Marketing i Zarządzanie
Marketing practitioners believe in high significance of their brands and high utility of their products. They perpetuate a viewpoint of brands serving as mental shortcuts, which facilitate purchase decisions, and they consider brands to be highly important throughout the whole co…
DOI: 10.18276/miz.2016.44-29 · ISSN: 2450-775X
Article 2016
Authors / editors: Aleksandra Całka, Katarzyna Pałys
Published in: Marketing i Zarządzanie
Online website is one of the basic tools in the process of brand creation. The presence in virtual environment determines the possibility to reach clients. More and more often do they treat Internet as the basic source of information. The aim of this article is to identify the mo…
DOI: 10.18276/miz.2016.46-13 · ISSN: 2450-775X
Article 2016
Authors / editors: Mirosław Marczak
Published in: Ekonomiczne Problemy Turystyki
An analysis of the selected aspects of activities taken within the framework of branding by European national tourism organizations (NTO) is the main purpose of the article. The branding activities of 39 national organizations that function on the territory of Europe were the sub…
DOI: 10.18276/ept.2016.4.36-02 · ISSN: 1644-0501
Article 2016
Authors / editors: Stefan Bosiacki
Published in: Ekonomiczne Problemy Turystyki
Civilization, demographic and socio-cultural changes force the tourist economy to formulate the new strategies for its further development, taking into account the expectations and needs of consumers - tourists, but also (and perhaps primarily) the interests of local communities,…
DOI: 10.18276/ept.2016.1.33-12 · ISSN: 1644-0501
Article 2016
Authors / editors: Małgorzata Kieżel, Joanna Wiechoczek
Published in: Studia i Prace WNEiZ US
The purpose of the paper is to identify expressions of customer engagement in virtual space. The paper presents the results of exploratory primary research. The research results show that the majority of respondents (individual consumers) engage in contact with companies and bran…
DOI: 10.18276/sip.2016.43/3-14 · ISSN: 2450-7733
Article 2016
Authors / editors: Daniel Szostak
Published in: Marketing i Zarządzanie
The article concentrates on problems connecting with the elaboration of the local tourist strategy. The very important place in this kind of strategy occupies activities connecting with creation of the local (poviat level) tourist brand and marketing operations. The Gryfino povia…
DOI: 10.18276/miz.2016.45-09 · ISSN: 2450-775X
Article 2016
Authors / editors: Olgierd Witczak
Published in: Studia i Prace WNEiZ US
The article is aimed at identifying variables used to measure involvement towards the brand in social media. Text describes the potential of social media in the scope to intensify the involvement of consumers in brand communication activities. Presented complex nature of the phen…
DOI: 10.18276/sip.2016.43/2-35 · ISSN: 2450-7733
Article 2016
Authors / editors: Barbara Iwankiewicz-Rak, Agnieszka Rak
Published in: Marketing i Zarządzanie
The aim of this paper is to present a concept of brand, brand image and brand identity of brand in sports on example of brand on the market of fitness services. Marketing, nowadays, focuses on creating brands that suit needs and desires of consumers who seek brands that can fulfi…
DOI: 10.18276/miz.2016.42-16 · ISSN: 2450-775X
Article 2015
Authors / editors: Magdalena Kowalska
Published in: Studia i Prace WNEiZ US
Celem artykułu jest przedstawienie roli, jaką pełnią marki własne detalistów we współczesnej gospodarce. W artykule podkreślono rosnące znaczenie marek handlowych, na co wskazuje wyższa dynamika udziałów rynkowych tych produktów niż tzw. produktów markowych. Przedstawiono udział …
ISSN: 2080-4881
Article 2015
Authors / editors: Magdalena Grębosz, Jacek Otto
Published in: Studia i Prace WNEiZ US
W artykule poruszono problematykę współpracy przedsiębiorstw w ramach zarządzania marką w warunkach globalizacji, która w dzisiejszych czasach determinuje rozwój rynku. W artykule zaproponowano podział form współpracy przedsiębiorstw w obszarze zarządzania markami, w kontekście i…
ISSN: 2080-4881
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