Niejednoznaczność wymiarów doświadczenia z marką na przykładzie badań empirycznych w warunkach polskich

• Autorzy: Damian Badzmirowski , Oskar Uchański

Warianty tytułu

Ambiguity of the Dimensions of Brand Experience on an Example of Empirical Studies in Polish Consumers Conditions

• Języki publikacji: PL

Abstrakty

W artykule autorzy prezentują wyniki badań ilościowych CATI na temat doświadczeń z marką, mających na celu weryfikację istnienia i znaczenia wymiarów doświadczeń wśród klientów korzystających z produktów w obrębie wybranych kategorii produktowych: kawa, czekolada, perfumy i smartfony. Zwracają uwagę na wymiary doświadczenia z marką, które nie są sobie równoważne. Zaproponowane wymiary posiadają różne wartości w zakresie wyjaśniania doświadczenia z marką i wchodzą w skład różnych czynników stojących za obserwowaną zmiennością. (abstrakt oryginalny)

EN

In this article, the authors present the results of quantitative research (CATI) on brand experience, aimed at verifying the existence and significance of experience dimensions among customers using products within selected product categories: coffee, chocolate, perfumes and smartphones. The authors notice dimensions of experience with the brand, which are not equivalent. The dimensions proposed by the authors have different values in terms of explaining the experience with the brand and are included in the various factors behind the observed variability. (original abstract)

Słowa kluczowe

PL

Marka; Konsument; Badania marketingowe; Marketing doświadczeń; Badania empiryczne; Wyniki badań

EN

Brand; Consumer; Marketing research; Experience marketing; Empirical researches; Research results

• Czasopismo: Marketing i Rynek
• Rocznik: 2019
• Numer: nr 1
• Strony: 38--46

Twórcy

autor

Damian Badzmirowski

• Centrum Badań Rynkowych i Społecznych Sp. z o.o.

autor

Oskar Uchański

• Centrum Badań Rynkowych i Społecznych Sp. z o.o.

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Identyfikatory

DOI

10.33226/1231-7853.2019.1.4