21 research outputs found
`They don't want us to become them': Brand Local Integration and consumer ethnocentrism
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
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
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
Systematic literature review on inter-organisational relationships for social impact - datase
Binge drinking in relation to services – bibliometric analysis of scientific research directions
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
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
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
Systematic literature review on inter-organisational relationships for social impact - datase
One-page strategic plan using the example of Aarong company from Bangladesh
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