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    Tytuł:
    The Slogan Effect: The Power Of Brand Discourse In Liking And Purchasing Behaviour
    Autorzy:
    Aslan, Emre Ş
    Demire, Çağatay
    Powiązania:
    https://bibliotekanauki.pl/articles/2150852.pdf
    Data publikacji:
    2021
    Wydawca:
    Univerzita sv. Cyrila a Metoda. Fakulta masmediálnej komunikácie
    Tematy:
    Slogan Effects
    Brand Discourse
    Brand Liking
    Brand Purchasing Behaviour
    Slogan Liking
    Slogan Purchasing Behaviour
    Opis:
    Discourses have been a determiner effect through human history. However, only with the development of communication technologies and globalization of trade the strategic importance of discourse has increased. Especially establishments comprehending the importance of branding have been searching for a strong discourse. The most effective and catchy of those discourses are called slogans. Slogans present the power of brand discourse while determining the superiority of the brand in commercial wars. Especially global brands are aware of the powerful effect of slogans. Based on this awareness, while they conduct their communication efforts, they endeavour to have strong slogans. When the literature is inspected it is seen that there are not enough studies regarding slogans which have a strong effect on both commercial and social life. This study is conducted both with the aim of satisfying this need and revealing the power of brand discourse in liking and purchasing behavior. Within this aim, an experimental study is applied, and it is tried to measure the effect of slogan liking to slogan purchasing behaviour, brand liking, brand purchasing behaviour, brand and slogan relationship liking and purchasing behaviour. In this study, a quantitative research method is applied, and the data is collected through questionnaires; the gathered data were analyzed in terms of frequency, regression and correlation. According to the results slogan liking greatly affects all the variables presented in the research model. Thus, it is concluded that brand discourse has a very powerful effect.
    Źródło:
    Media Literacy and Academic Research; 2021, 4, 1; 70-88
    2585-8726
    Pojawia się w:
    Media Literacy and Academic Research
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Proces decyzyjny konsumenta na rynku
    The consumer decision making proces within markets
    Autorzy:
    Szcześniak, Mirosław
    Powiązania:
    https://bibliotekanauki.pl/articles/1936245.pdf
    Data publikacji:
    2020
    Wydawca:
    Polski Uniwersytet na Obczyźnie w Londynie
    Tematy:
    consumer behaviour
    decision-making process
    purchasing process
    brand
    satisfaction
    means of consumption
    Opis:
    Trends that we can observe in consumer behaviour on the market are an extremely val uable source of information for entrepreneurs. The insight into these trends and theirknowledge allows the selection of appropriate marketing tools that allow more precise control of their behaviour. Consumer purchasing behaviour varies strongly depending on the type of goods which consumers purchase. All the conditions necessary for purchasing decisions should be analysed in detail and are the basis for strategic decision making and the foundation of the decision to adjust the product offer according to the needs and expectations of consumers, and thus increase their level of satisfaction. The purpose of this article is to present a theoretical basis of the consumer’s decision-making process about the purchase of products or services oered by various producers on the market.
    Źródło:
    Zeszyty Naukowe PUNO; 2020, 8, 1; 379-390
    2052-319X
    Pojawia się w:
    Zeszyty Naukowe PUNO
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Sensory branding and marketing in stimulating the relation between the buyer and the brand
    Autorzy:
    Wala, Agnieszka
    Czyrka, Krzysztof
    Frąś, Józef
    Powiązania:
    https://bibliotekanauki.pl/articles/393129.pdf
    Data publikacji:
    2019
    Wydawca:
    Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
    Tematy:
    sensory marketing
    sensual brand
    emotions
    purchasing behaviour
    neuromarketing
    marketing sensoryczny
    marka sensualna
    emocje
    zachowania zakupowe
    Opis:
    Classical marketing is becoming less effective. Senses and emotions, as well as a buying mood, the atmosphere of the place, where the decision to purchase is made by a buyer have key importance in stimulating both the creation of shopping behaviours and the consumer – brand relationship. The use of sensory (sensual) branding is a departure from the 2D brands, communicating through sight and hearing, towards the 5D brands, which affect the five different human senses. Sensory marketing and branding enable building a relationship with the brand, keeping the brand awareness alive, increasing sales, and exceeding the competition to a higher extent. New technologies create and strengthen the space of the buyer's experiences with the brand. The neuromarketing research shows that emotions play a significant role when making the purchasing decisions.
    Źródło:
    Organizacja i Zarządzanie : kwartalnik naukowy; 2019, 1; 109-120
    1899-6116
    Pojawia się w:
    Organizacja i Zarządzanie : kwartalnik naukowy
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
      Wyświetlanie 1-3 z 3

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