Customer-based brand equity in social media - experimental research across real brands from different product categories.
2014/15/B/HS4/00844
Keywords
Descriptors
- HS4_7: Ekonomia behawioralna, konsumpcja i zachowania konsumentów, marketing
- HS6_6: Psychologia pracy, organizacji, ekonomiczna, reklamy i marketingu
Panel
HS4 – Individuals, institutions, markets: economics, finance, management, demography, social and economic geography, urban studies
Host institution
Uniwersytet Łódzki, Wydział Studiów Międzynarodowych i Politologicznych
Voivodeship: łódzkie
Principal investigator (from the host institution)
dr Małgorzata Karpińska-Krakowiak
Number of co-investigators in the project: 2
Call
OPUS 8 – announced on 2014-09-15
- Amount awarded
- 207 890 PLN
- Project start date
- 2015-09-30
- Project end date
- 2018-05-29
- Project duration
- 32 months (the same as in the proposal)
- Project status
- Project settled
Equipment purchased [PL]
- Komputer przenośny Samsung, procesor i7 (lub nowszy), 8GB RAM, ekran 1920x1080, 256 SSD, Windows, MS Office. Cost: 6 000 PLN
Information in the final report
Publication in academic press/journals (5)
-
Shadow brands – exploring phenomenon of meaningless brands
- Authors:
- Małgorzata Karpińska-Krakowiak
- Academic press:
- Marketing i Zarządzanie (year: 2016, volume: 44/3, pages: 317-326), Publisher: Uniwersytet Szczeciński
- Status:
- Published
- DOI:
- 10.18276/miz.2016.44-29 – link to the publication
-
The Effects of Pranks in Social Media on Brands
- Authors:
- Małgorzata Karpińska-Krakowiak, Artur Modliński
- Academic press:
- Journal of Computer Information Systems (year: 2018, volume: 58/3, pages: 282-290), Publisher: Taylor & Francis Group
- Status:
- Published
- DOI:
- 10.1080/08874417.2016.1241683 – link to the publication
-
Gotcha! Realism of comedic violence and its impact on brand responses
- Authors:
- Malgorzata Karpinska-Krakowiak
- Academic press:
- Journal of Advertising Research (year: 2019, volume: 2, pages: 46039), Publisher: Advertising Research Foundation/ WARC
- Status:
- Published
- DOI:
- 10.2501/JAR-2019-004 – link to the publication
-
Możliwości kształtowania zaangażowania konsumentów wobec marki w mediach społecznościowych za pomocą humoru
- Authors:
- Małgorzata Karpińska-Krakowiak
- Academic press:
- Studia i Prace WNEiZ US (year: 2016, volume: 43/2, pages: 95-103), Publisher: Uniwersytet Szczeciński
- Status:
- Published
- DOI:
- 10.18276/sip.2016.43/2-09 – link to the publication
-
Brand equity in social media – insights from experimental research with various product categories
- Authors:
- Małgorzata Karpińska-Krakowiak
- Academic press:
- Marketing i Rynek (year: 2017, volume: 4, pages: 143-149), Publisher: PWE
- Status:
- Published
- DOI:
- link to the publication
Book publications / chapters in book publications (1)
-
cała książka
- Authors:
- Małgorzata Karpińska-Krakowiak
- Book:
- Kapitał marki w mediach społecznościowych - perspektywa konsumenta (year: 2018, volume: nd, pages: 175), Publisher: Wydawnictwo Uniwersytetu Łódzkiego
- Status:
- Published