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Building Scientific Institution’s Brand with Online Instruments


The brand image is fundamental for the scientific institution. In the high- competitive market the brand may have a significant impact on students decisions but also the decisions made by other stakeholders. The usage of online tools in creating brands and the brand awareness is standard nowdays and is present in many business strategies. The aim of the article is to present the problem on the example of scientific institutions. Based on literature review and empirical study the authors described the usage of most popular online tools in creating the scientific institutions’ brands.

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Social TV: How Social Media Activity Interacts With TV Advertising


Social TV is the simultaneous consumption of television alongside social media chatter about the programming. This topic is highly relevant for marketers. Usually it is considered as a bad thing for TV advertisers. While there can be distraction from the ads, marketers can also benefit from positive effects. Consumers’ multiscreen activities can be used to attract more viewers, to leverage TV campaigns and to increase sales. This chatter creates free exposure for the brand online, extends the reach of television ad campaigns to the online space, and offers real-time feedback to advertisers on how their ads are being received. To take advantage of social TV, marketers need to develop a social media and ad design strategy for TV shows. Not every “social show” is good for them. Many programs receive a high volume of program-related chatter at the expense of advertiser-related word-of-mouth, but some programs generate high levels of online conversations that can also benefit their advertisers. Marketers are well served to identify those programs that are conducive to advertiser-related chatter. Also, specific ad designs can further encourage buzz.

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Employer Branding - Source of Competitiveness of the Industrial Plants

internete MINCHINGTON, B. Employer Brand Leadership - A Global Perspective. Torrensville: Collective Learning Australia, 2010. 319 p. ISBN 978-0-646-53648-4 RADFORD, T. 7 ways to sell your employer brand [online]. 2009. [cit. 2010-09-25]. Dostupné na internete http

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The image of Germany in Poland and its impact on development of Poles travelling tourism to Germany

., Govers R. (ed.) International Place Branding Yearbook: Place Branding In the New Age of Innovation, , Palgrave Macmillan, New York; Internet sources: Smith J. (2012), Switzerland Tops Ranking of 25 Best Country Brands [Online] Available: ranking-of-25-best-country-brands/ [23 Mar. 2014] Wyjazdy zagraniczne Polaków [Online] Available: [20 Mar.2014]

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Playful Persuasion
The Rhetorical Potential of Advergames

.-H., & Chaney, J. (2004) ‘The Effect of Billboards within the Gaming Environment’, Journal of Interactive Advertising , 5(1). Chen, J., & Ringel, M. (2001) Can Advergaming be the Future of Interactive Advertising? New York: <kpe>. Conley, T.M. (1984) ‘The Enthymeme in Perspective’, The Quarterly Journal of Speech , 70, 168-187. Deal, D. (2005, 16-20 June) The Ability of Branded Online Games to Build Brand Equity: An Exploratory Study. Paper presented at the DIGRA 2005: Changing Views: Worlds in Play, Vancouver, Canada. Egenfeldt-Nielsen, S. (2005

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The role of the novel in shaping a city’s imageand its choice as a tourist destination: The case of Łódź

wojewódzkich (2015): Premium Brand [online]. [cit. 06.11.2017]. Available at: RODRIGUEZ, C. (2015): ‘Game Of Thrones’ Is Transforming Croatia Into a ‘Kingdom Of Tourism’ and Set-Jetting. Forbes [online]. [cit. 06.11.2017]. Available at: RYAN, C., YANNING, Z., HUIMIN, G., SONG, L. (2009): Tourism, a Classic Novel

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Tendency to Use the Virtual Fitting Room in Generation Y - Results of Qualitative Study

the Salesperson in the Virtual Fitting Room: Enhancing the Online Retail Experience for Fashion Brands. [online] Available at: [Accessed 15 August 2019]. [6] Bolton, R.N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., Komarova Loureiro, Y. and Solnet, D., 2013. Understanding Generation Y and their use of social media: a review and research agenda. Journal of Service Management , 24(3), pp.245-267. [7] Bonetti, F., Warnaby, G. and Quinn

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