THE APPLICATION OF MULTIVARIATE STATISTICAL ANALYSIS TO THE VALUATION OF DURABLE GOODS BRANDS

Nowadays, due to changes in the market and new trends in consumer behaviours, intangible assets, such as brand, have gained fundamental importance. The more frequent conviction that a product with a well-known name is better than other products contributes to the case of replacing the price of a product by its brand name as the predominant factor in the purchase decision process. Thus, for many companies the strengthening of brand equity has become one of the key elements of marketing strategy. The main aim of this study is an attempt to improve the process of analysing the position and value of brands using selected multivariate statistical analysis methods (hedonic regression, multidimensional scaling, classification and linear ordination methods). In the conducted research the direct approach to the evaluation of the position of the brands for a selected ICT good – smartphones – have been applied. The measurement was performed on two levels: the product level, in which the prices of branded products were compared, and the consumer level, where the perception and attitudes of consumers towards the brands were studied. The analyses have been carried out on two sets of data, which enabled fuller and more comprehensible understanding of decision rules that guide consumers in choosing the brand

The Analysis of Consumers\u27 Preferences with the Application of Multivariate Models : Hedonic Regression and Multidimensional Scaling

On durable goods markets declared behaviours of buyers rarley leads to the actual purchasing decisions. This fact poses a particular challenge for the analysis of the future reactions of consumers to the elements of the marketing mix. This study attempts to combine the results obtained from multidimensional scaling and hedonic modelling to assess both stated and revealed preferences with respect to the attributes attributes of a specific durable good, namely a smartphone. The assessment of consumers’ declared behaviours was obtained by analysing data from an on-line survey study with the application of multidimensional scaling. Simultaneously, the estimated hedonic model provided the information on consumers’ revealed preferences. The combined use of both approaches allowed for broader insight into the issue of consumers’ behaviours, particularly in relation to the existing market offer

„Ale skąd takie emocje?” Taniec – teatr – przegląd stylów

The paper refers to one of the statements of Leszek Bzdyl, director, actor, choreographer, and founder of Dada von Bzdülöw Theatre, in which he called for the creation of “a new body language”—a type of narration which confirms the important role of working with body and movement in Polish theatres. It concerns the work done by choreographers and people who specialise in intense physical training, which is based on not only the techniques of acting, but also various forms of contemporary dance and improvisation. The deepening of the theoretical reflection on the theory of dance and movement in the theatre may not only provide answers to questions about the aesthetics of the contemporary theatre in Poland and provide a reason for increasing interdisciplinary research, but also eliminate or resist unfair stereotypes concerning the environmental image of dancers and choreographers

Chernobyl in the postmemory zone : the guide narration of Alexander Sirota : "the Mayor" of Pripyat

The goal of this article is to show how the memory of Chernobyl catastrophe is being reconstructed and later pass on by the guide with his narration. The example of Aleksander Sirota and his mother will show how big of a factor in constructing memory of a ‘second generation’ is played by post -traumatic creation of a close person, as well as accumulated video recordings and photographies taken before the accident. Also, comperative approach of confronting photos with authentic ‘forgotten’ space of Pripyat city used by the tour guide will allow us to understand the level of influence in which visual aspect can affect reinterpretation of abandoned heritage. The same can be said of actual presence of a tourist in such environment and its effect on alteration of the memory of the event. The activity of Aleksander Sirota presented in this article will allow us to look at Chernobyl catastrophe through the lens of post -memory discourse and will reveal how multilayered research issue it really is

Opowieść z Grzybowszczyzny : „Byli też i tacy, którym to było mało”

"Z reguły myśli takie nawiedzają ludzi pochodzących z kultur długo opierających się rozwojowi cywilizacyjnemu, skrytych na skraju puszczy, o których krążą legendy – właśnie jak społeczność zamieszkująca dzisiejsze tereny Grzybowszczyzny, okolice Supraśla, Krynek, Jurowlan, Pierożków, Kruszynian. Zdecydowaliśmy się opowiedzieć o nich również my, mieszkańcy Śląska, odlegli przestrzenią geograficzną i kulturową od miejsc, które wybraliśmy jako cel podróży." […] (fragm.

DETERMINING THE DEGREE OF PLAYER ENGAGEMENT IN A COMPUTER GAME WITH ELEMENTS OF A SOCIAL CAMPAIGN USING COGNITIVE NEUROSCIENCE TECHNIQUES

Due to the popularity of video games in various applications, including both commercial and social marketing, there is a need to assess their content in terms of player satisfaction, already at the production stage. For this purpose, the indices used in EEG tests can be used. In this publication, a formula has been created based on the player's commitment to determining which elements in the game should be improved and for which graphic emblems connected with social campaigns were more memorable and whether this was related to commitment. The survey was conducted using a 2D platform game created in Unity based on observations of 28 recipients. To evaluate the elements occurring in the game at which we obtain a higher memory for graphic characters, a corresponding pattern was created based on player involvement. The optimal Index for moving and static objects and the Index for destruction were then selected based on the feedback. Referring to the issue of graphic emblems depicting social campaigns should be placed in a place where other activities such as fighting will not be distracted, everyone will be able to reach the level where the recently placed advertisement is. This study present the developed method to determine the degree of player's engagement in particular elements in the game using the EEG and to explore the relationship between the visibility of social advertising and engagement in a 2D platform game where the player has to collect three keys and defeat the ultimate opponent.&nbsp