The concept of seduction has been conceptualized based on this literature review by qualitative coding techniques. The key stakeholders experiencing brand seduction were interviewed to verify the suitability of the theoretical concept. The results show the correspondence of the concept of brand seduction with the stakeholder´s experience.
The goal of the paper is to find out consumers’ attitudes towards the marketing usage of shipping packaging. The research demonstrated the real potential of personalisation. Because of this, it is possible to observe changes in consumer behaviour leading, among other things, to greater consumer satisfaction, a tendency to repeat purchases or a willingness to pay extra for personalised packaging.
Pracovní role klíčových nositelů strategických, taktických i operativních úkolů v produktovém managementu, a zejména požadavky…
Cílem příspěvku je prezentovat praxi oceňování ochranných známek jako nehmotného majetku firmy v České republice. Marketingový výzkum využil metodu mnohapřípadové studie, kdy na základě zjištěných poznatků byla navrhnuta metodika pro ocenění hodnoty značky. Stanovená metodika byla zpracována formou manuálu, který může malým a středním podnikům (SME) pomoci k vlastnímu ocenění hodnoty značky uvnitř podniku bez dodatečných nákladů…
A strong brand means being ahead of the competition and, as a consequence, the basis of company worth. Building the brand for a product, a company offering goods or services can be done using a marketing campaign, advertising or through distribution. However, building the brand of an organization such as National Forest Holding “State Forests” (further abbreviated as NFH SF or just SF) should depend on promoting the non-manufacturing…
In these days, information is not enough for the companies. It is necessary to combine information with critical thinking, which creates knowledge. Knowledge is the competitive advantage for the company.
