Browsing Artykuły naukowe by Subject "brand"

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    • Prankvertising – Pranks as a New Form of Brand Advertising Online 

      Karpinska-Krakowiak, Malgorzata ORCID; Modliński, Artur ORCID (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 ...

    • The Impact of Consumer Knowledge on Brand Image Transfer in Cultural Event Sponsorship 

      Karpinska-Krakowiak, Malgorzata ORCID (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 ...