Wyświetlanie pozycji 1-4 z 4
The Impact of Consumer Knowledge on Brand Image Transfer in Cultural Event Sponsorship
(Polskie Towarzystwo Socjologiczne, 2013)
The paper presents some preliminary findings on the role of consumer knowledge in cultural event sponsorships. Using a field design, the impact of consumer knowledge on the brand image transfer wasmeasured. Two international ...
Prankvertising – Pranks as a New Form of Brand Advertising Online
(Publishing House of Rzeszow University of Technology, 2014)
A practical joke (i.e. a prank) belongs to a category of disparagement humor, as it is a playful act held to amuse, tease or even mock the victim, and to entertain the audience. Alt-hough humor has been long exploited in ...
Consumers, Play and Communitas—an Anthropological View on Building Consumer Involvement on a Mass Scale
(Polskie Towarzystwo Socjologiczne, 2014)
There is an increasing interest in effective methods for building consumer involvement on a mass scale. This paper offers an interdisciplinary theoretical framework for consumer involvement analysis and forwards an ...
Conceptualising and Measuring Consumer Engagement in Social Media Implications for Personal Involvement
(Wydział Zarządzania i Komunikacji Społecznej Uniwersytetu Jagiellońskiego, 2014)
Background. Consumer engagement with brands in social media has become an increasingly important challenge for companies to create and to measure. Building fan engagement with brands turns out to be one of the most ...