21 research outputs found

    `They don't want us to become them': Brand Local Integration and consumer ethnocentrism

    Get PDF
    This paper investigates whether positioning strategies of foreign brands that integrate both foreign and 'localised' dimensions of country-of-origin (COO) appeals shape perceptions and attitudes of domestically biased consumers. Ethnocentric consumers hold strong favourable attitudes towards local-perceived brands. At the same time, brand positioning strategies of local brands acquired by multinational corporations and of foreign brands entering the local market often integrate foreign COO appeals with locally relevant manufacturing and/or symbolic appeals. The results indicate that foreign brand identities that integrate 'localised' appeals communicating respect of local traditions (through the use of local images, symbols, and recipes) and contribution to the local society's well-being (through local manufacture, employment, use of local ingredients) lead to more favourable consumer perceptions. In distinguishing between 'purely foreign' and 'locally integrated foreign brands', consumers perceive the latter to be more acceptable for consumption. The paper concludes by considering the implications of the findings and outlining directions for further research.No Full Tex

    Relationship marketing management in project management of shopping centre development

    No full text
    Celem artykułu jest eksploracja zagadnienia zarządzania marketingiem relacji w zarządzaniu projektem deweloperskim dużego centrum handlowego. Jako metodę badawczą zastosowano studium przypadku, w ramach którego wykorzystano metody wywiadu swobodnego oraz obserwację uczestnicząca. Przedstawiono wykorzystanie czterech koncepcji i metod zarządzania marketingiem relacji na poszczególnych etapach zarządzania podstawowymi procesami projektu deweloperskiego centrum handlowego, czyli: inicjacja, planowanie, realizacja i zakończenie. Wyniki badania wypełniają w pewnym stopniu lukę w literaturze dotyczącą zastosowania koncepcji i metod zarządzania relacjami w projektach deweloperskich nieruchomości handlowych. Wyniki mają zastosowanie praktyczne w odniesieniu do systematycznego zarządzania relacjami w realizacji projektów deweloperskich, nie tylko nieruchomości handlowych.The goal of the paper is exploration of relational marketing management issue in development project management of huge shopping centre. It was employed case study research method. As a result it is shown the application of four concepts and methods of relational marketing management in stages of processes of management of shopping centre development project

    Young consumers loyalty towards alcohol in the context of social marketing

    No full text
    Wśród młodych ludzi obserwuje się rosnącą szkodliwą dla zdrowia konsumpcję alkoholu. Celem niniejszego artykułu jest ukazanie możliwości wykorzystania marketingu społecznego do redukcji szkodliwej dla zdrowia konsumpcji alkoholu, w odniesieniu do lojalności młodych konsumentów alkoholu, przez pryzmat czynników społeczno-kulturowych. Przeprowadzona analiza czterech czynników społeczno-kulturowych takich jak: etnocentryzm, patriotyzm, lokalność i nostalgia, ukazała specyfikę lojalności młodych konsumentów wobec alkoholu.It is observed increasing unhealthy alcohol consumption amongst young people. The goal of this paper is to present possibilities of implementing social marketing to reduction unhealthy alcohol consumption, in relation to loyalty towards alcohol amongst young consumers. The antecedents of those loyalty behaviours are social and cultural factors. In the paper it is presented the analysis of four social and cultural factors, such us: ethnocentrism, patriotism, locality and nostalgy, which showed the specificity of young consumers loyalty towards alcohol

    Plos One DS

    No full text
    Systematic literature review on inter-organisational relationships for social impact - datase

    Binge drinking in relation to services – bibliometric analysis of scientific research directions

    No full text
    The article aims to identify scientific research areas within which the subject matter of binge drinking in relation to services is addressed, based on bibliometric data analysis characterising scientific publications indexed by the Scopus database. To achieve the aim, authors use different techniques of the bibliometric analysis with the support of the VOSviewer software. Results of the literature review on binge drinking show that harmful binge drinking behaviour is a subject of intervention services, which are undertaken by governmental and non-governmental institutions. As a theoretical contribution of the research part of the paper, it was proposed to qualify five categories containing the issue of binge drinking in relation to services, such as binge drinking consequences, the culture of alcohol consumption, alcohol versus risky sexual behaviours, alcohol intoxication and binge drinking, and the use of other substance among young people

    Mystery visitor as a research method of trade show performance

    No full text
    The goal of this paper is to present a research method used during trade shows, which is commonly named as a mystery visitor, and in particular to identify its unique characteristics and the conditions under which correct results may be achieved. The authors used to one of the variants of participant observation, which is mystery visitor, as a research method. This method was used during the MAPIC – the world’s largest retail real estate business trade show. Mystery visitor method can be used to examine in detail various phenomena existing in exhibitors’ activities and to assess a general level of customer service during a particular trade show. The observation based on the mystery visitor method, carried out during trade shows, which is properly conducted can provide numerous benefits for both exhibitors and exhibition event organisers. The mystery visitor research method has not been presented in the marketing literature yet. This paper fill in the existing gap, in particular, by indicating characteristics of that method. The paper points out how to effectively use the mystery visitor method in practice in order to assess trade show performance

    Internet-based consumer co-creation experience of the new product development process

    No full text
    The paper aims to explore consumer co-creation experience of new product development processes. Specifically, it is an attempt to determine the level of consumer engagement in an online co-creation process, identifying motives and reasons for the participation in new product development as well as understanding the types of Internet-based co-creation that are mostly preferred by consumers. The study used an online questionnaire and the CAWI method. The results of the research showed that consumers were interested in being involved in the co-creation of new product development. However, some consumers clearly expressed their reservations regarding participation because they felt lacking required knowledge

    Plos One DS

    No full text
    Systematic literature review on inter-organisational relationships for social impact - datase

    One-page strategic plan using the example of Aarong company from Bangladesh

    No full text
    Strategic development and planning predetermine all the major fields of activities. Marketing activities are the key tool of communication with a company’s customers, suppliers and other stakeholders. Nowadays, short but informative presentation solutions are becoming more attractive and popular. Companies are using more visuals with a short text in their communication channels as well as in building strategies. One of the tools is the one-page strategic plan (OPSP). The research problem of the paper is how to develop a strategy in its compressed version for the organisation that can have a format which is easy-to-understand and communicate. The paper aims to propose the OPSP model for the Aarong company, which should include both the commercial and non-profit activities. As a research method, the case study of Aarong company was chosen, using the secondary data. The proposed OPSP for Aarong company clearly showed the connections of all key elements of a strategic plan. The practical implications of using the OPSP tool in the Aarong company are clearly visible in terms of synthesis of a complicated strategic plan and having an attractive form of the company strategy for the external communication
    corecore