Prosument Behaviour In Brand Creating

dc.contributor.authorScheibe, Anna
dc.contributor.editorNalepka, Adam
dc.contributor.editorUjwary-Gil, Anna
dc.date.accessioned2016-09-23T08:32:18Z
dc.date.available2016-09-23T08:32:18Z
dc.date.issued2012
dc.description.abstractA brand remains a considerable source of the competitive advantage. One of the elements contributing to its power is image. The information revolution and globalization make it necessary to search for new means of differentiating brands. One of them is engaging consumers in the brand creation process. In light of the development of the Web 2.0, prosumers – active consumers functioning both as consumers and partly as producers – can have a meaningful influence on the image of brands. Their activities can entail both positive as well as negative effects.pl_PL
dc.identifier.citationBusiness and non-profit organizations facing increased competition and growing customer demands, Wyższa Szkoła Biznesu, National-Louis University, Nowy Sącz 2012, pp. 34 - 44.pl_PL
dc.identifier.urihttp://hdl.handle.net/11199/7429
dc.identifier.urihttp://hdl.handle.net/10593/14936
dc.language.isoengpl_PL
dc.publisherWyższa Szkoła Biznesu - National-Louis University in Nowy Sączpl_PL
dc.relation.ispartofseriesBusiness and Non-Profit Organizations Facing Increase Competition and Growing Customers' Demands;
dc.rightsinfo:eu-repo/semantics/openAccesspl_PL
dc.rights.uriAn error occurred getting the license - uri.*
dc.rights.uriAn error occurred getting the license - uri.*
dc.subjectco-creationspl_PL
dc.subjectbrandpl_PL
dc.subjectprosumerpl_PL
dc.titleProsument Behaviour In Brand Creatingpl_PL
dc.typeArtykułpl_PL

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Uniwersytet im. Adama Mickiewicza w Poznaniu
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