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    Tytuł:
    Postrzeganie marki a sytuacja ekonomiczna nabywców
    Brand perception versus the economic situation of consumers
    Autorzy:
    Czeczotko, Maksymilian
    Kudlińska-Chylak, Anna
    Danielak, Paulina
    Górska-Warsewicz, Hanna
    Powiązania:
    https://bibliotekanauki.pl/articles/415718.pdf
    Data publikacji:
    2017-06
    Wydawca:
    Małopolska Wyższa Szkoła Ekonomiczna w Tarnowie
    Tematy:
    marka
    produkt markowy
    postrzeganie marki
    znaczenie marki
    brand
    brand perception
    brand significance
    Opis:
    Znaczenie marek w procesie decyzyjnym zmienia się wraz ze zmianą sytuacji gospodarstw domowych i stylu życia konsumentów. Celem opracowania jest prezentacja wybranych aspektów odnoszących się do postrzegania marek rozpatrywanego jako determinanta procesu decyzyjnego konsumentów. Przeanalizowano rozumienie pojęcia marki i produktu markowego, funkcje marki oraz opinie konsumentów związane z postrzeganiem marki, lojalnością wobec marki i posiadaniem ulubionej marki. Zestawienia wyników przedstawiono w podziale na trzy grupy dochodowe respondentów: do 1000 zł netto w przeliczeniu na osobę miesięcznie, 1001–2000 zł i powyżej 2001 zł. Pojęcie 'marka' jest utożsamiane ze znakiem graficznym i symbolem, producentem oraz nazwą. Znaczenie marki w procesie decyzyjnym konsumentów odnosi się do czynników ekonomicznych rozpatrywanych przez pryzmat ceny i dochodów. Rola ceny jako czynnika warunkującego podejmowanie decyzji w procesie nabywczym była najwyższa w grupie dochodowej do 1000 zł na osobę miesięcznie w gospodarstwie domowym. Uzyskane wyniki wskazują na powiązanie postrzegania marki jako czynnika determinującego proces nabywczy z wysokością dochodów gospodarstwa domowego oraz cenami produktów dostępnych pod marką własną.
    The aim of the study was to show selected aspects of brand perception as a factor influencing the purchasing consumer process. Special attention was given to the understanding of the concept of brand and a branded product, brand functions, as well as consumer opinions related to brand perception, brand loyalty and favourite brands. The results were presented for three income groups of the respondents: up to 1,000 PLN per person per month, 1,001–2,000 PLN, as well as above 2,001 PLN. The term of brand is identified with logo, symbol, producer and the name. The significance of brand in the decision making process is related to economic factors analysed through the prism of price and income. The role of prices as a factor influencing the decision making process was highest among the lowest income group (up to 1,000 PLN). It should be emphasised that the perception of brand as a factor determining the decision making process depends on the household income and the prices of branded products.
    Źródło:
    Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie; 2017, 2(34); 47-58
    1506-2635
    Pojawia się w:
    Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    History as a Factor Creating the Value of a Luxury Brand
    Autorzy:
    Dryl, Wiktoria
    Powiązania:
    https://bibliotekanauki.pl/articles/16729110.pdf
    Data publikacji:
    2023
    Wydawca:
    Uniwersytet Marii Curie-Skłodowskiej. Wydawnictwo Uniwersytetu Marii Curie-Skłodowskiej
    Tematy:
    luxury brand
    brand value
    brand value perception
    luxury perception
    Opis:
    Theoretical background: The attributes of a luxury brand include both the physical characteristics of the product and the symbolic values that the brand provides to the consumers. Symbolism is interpreted as prestige, beauty, charisma, the creation of which requires larger and more time-consuming efforts than just producing a unique, expensive, high-quality product. An important aspect of a reliable, trustworthy image is the history of the brand and its creators. In the opinion of many authors, it is an important element of the brand’s value, not only shaping its luxurious image, but also providing psychological values. Although history is not always indicated directly among the attributes of luxury brands, it is the basis of other values ascribed to them. The luxurious nature of the brand is often defined in the literature through the prism of its symbolism, an important element of which is history, along with heritage and country of origin. A prestigious heritage is built and maintained in time and culture by brands that are embedded in historical notions of luxury. As a result of associations with the heritage, brand is perceived as the highest quality, unique and authentic one. Symbolism, heritage and the history of a luxury brand are related to emotional qualities of personal indulgence and self-expression. Purpose of the article: The aim of the article is to verify the importance of the history of the brand in the process of shaping the value of a luxury brand in the perception of consumers. Research methods: A total of 203 valid responses were collected from wealthy respondents declaring monthly income over PLN 20,000 gross. An analysis of the results of the study was carried out, as well as an analysis of the literature. Main findings: In the era of dynamic development of new technologies, unpredictable changes in consumer expectations towards companies and their offers, it turns out that history, heritage and attachment to tradition are highly valued by consumers of luxury goods. They shape a higher level of trust, both in the company’s brand and its products, and increase the consumers purchase willingness. Companies that can boast of long history should undoubtedly communicate it intensively and care about providing consumers not only with basic values related to the product itself, but also symbolic values, which are particularly important for consumer of luxury goods. History and the heritage of a luxury brand constitute one of the essential elements of the brand’s value and should also be treated as such by companies.
    Źródło:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia; 2022, 56, 5; 63-80
    0459-9586
    2449-8513
    Pojawia się w:
    Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    A case study with the overview of Corporate Social Responsibility
    Autorzy:
    Yadav, Rajesh K.
    Jain, Richa
    Powiązania:
    https://bibliotekanauki.pl/articles/1193023.pdf
    Data publikacji:
    2016
    Wydawca:
    Przedsiębiorstwo Wydawnictw Naukowych Darwin / Scientific Publishing House DARWIN
    Tematy:
    Business performances
    Corporate Social Responsibility
    Customer Perception
    Powerful Brand
    employees
    Opis:
    Customers and employees of the SBI Life come up with a viewpoint that initiation of CSR activities can create a good brand image of the company and thus can be a contributing factor towards the profitability factor of the company. Employees have opined that the performance of CSR activities is not mostly considered as a base for selecting insurance providers. This research study aims to find out customers and employees perception towards CSR activities performed by one of the leading insurance provider SBI Life limited to Bhopal region. The primary data of the study is collected through questionnaire designed for employees and customers separately. The findings of the study suggest that there is a significant rise in the business performances and a very positive customer perception towards SBI Life through the conduction of CSR activities. With the boom of international trade and outsourcing business, their CSR conduct is the sine quo non for building a more powerful brand that customers’ perceive enthusiastically.
    Źródło:
    World Scientific News; 2016, 29; 25-47
    2392-2192
    Pojawia się w:
    World Scientific News
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Customers’ Perception towards CSR (Corporate Social Responsibility) – A case study of PNB MetLife
    Autorzy:
    Yadav, Rajesh K.
    Jain, Richa
    Powiązania:
    https://bibliotekanauki.pl/articles/1193956.pdf
    Data publikacji:
    2015
    Wydawca:
    Przedsiębiorstwo Wydawnictw Naukowych Darwin / Scientific Publishing House DARWIN
    Tematy:
    Business performances
    Corporate Social Responsibility
    Customer Perception
    MetLife International Holdings Inc
    Powerful Brand
    Punjab National Bank Limited
    Opis:
    CSR activities refer to the initiatives an individual corporate entity undertakes as an extra effort for the welfare of the society, environment as a whole. This initiative is a kind of gratitude shown by the corporates towards the society from whom they earn wholesome profits. This study aims in finding out how significant CSR activities are in making the customers’ perception towards a company. This study also intends to seek how companies can change customers’ perception towards it s products and services by widening the scope of their CSR activities. Interview of Human Resource senior Official and 100 other employees was undertaken to complete this study. The findings of the study suggest that there is a significant rise in the business performances and a very positive customer perception towards PNB MetLife through the conduction of CSR activities. With the boom of international trade and outsourcing business, their CSR conduct is the sine quo non for building a more powerful brand that customers’ perceive enthusiastically.
    Źródło:
    World Scientific News; 2015, 18; 1-18
    2392-2192
    Pojawia się w:
    World Scientific News
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
    Tytuł:
    Destination brand identity as a mediator between accessibility and tourist perception: Promoting Bama Yao as potential wellness tourist destination in China
    Autorzy:
    Yan, Linwei
    Alagas, Elangkovan Narayanan
    Jambulingam, Manimekalai
    Wang, Lei
    Powiązania:
    https://bibliotekanauki.pl/articles/52057921.pdf
    Data publikacji:
    2024
    Wydawca:
    Uniwersytet Łódzki. Wydawnictwo Uniwersytetu Łódzkiego
    Tematy:
    Bama Yao autonomous district
    destination brand identity
    push and pull theory
    tourist perception
    accessibility
    wellness tourism destination
    Opis:
    This study aims to examine the impact of accessibility and destination brand identity on Chinese wellness tourist perceptions. It considers Bama Yao autonomous district’s growth towards longevity tourism and contributes to empirical work on the Chinese wellness tourism market. This quantitative research incorporated a post-positivism paradigm with the non-probability convenience sampling method to collect paper-based questionnaires: a total of 346 were coded for data analysis. The results demonstrated that accessibility positively influenced destination brand identity and tourist perceptions. Equally destination brand identity positively influenced tourist perception. Meanwhile, destination brand identity mediated the relationship between accessibility and tourist perception for wellness tourism destinations. However, the cross-sectional study’s results cannot be generalizable, and the sample may be one of its limitations. The present study provides policymakers and practitioners with the theoretical and practical basis to understand and predict tourists’ perceptions of wellness tourism destinations in China.
    Źródło:
    Turyzm; 2024, 34, 1; 109-120
    0867-5856
    2080-6922
    Pojawia się w:
    Turyzm
    Dostawca treści:
    Biblioteka Nauki
    Artykuł
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