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ROLE AND IMPORTANCE OF PUBLIC FIGURES IN THE PROCESS OF CONSUMERS DECISION MAKING AND BRAND PROMOTION

Object's details: ROLE AND IMPORTANCE OF PUBLIC FIGURES IN THE PROCESS OF CONSUMERS DECISION MAKING AND BRAND PROMOTION

tile.noImage

Provider:Akademicka Platforma Czasopism

Description

Title:
ROLE AND IMPORTANCE OF PUBLIC FIGURES IN THE PROCESS OF CONSUMERS DECISION MAKING AND BRAND PROMOTION
Creator:
Biesiada, Marta;
Kłosowski, Kacper
Description:
The article presents what the celebrity endorsement is, how it is used and shows the possibilities of its use in brand promotion and influencing consumer decisions as well. As the research method, a quantitative study was selected, carried out in a group of consumers. The key conclusions suggest that the presence of public figures in brand promotion will attract the attention of consumers and make their product stand out from the competition.
Object availability:
free access
Rights:
Prawa autorskie (c) 2020 Acta Universitatis Nicolai Copernici. Zarządzanie
Date:
2020.08.10
Type:
info:eu-repo/semantics/article;
info:eu-repo/semantics/publishedVersion
Language:
English
Source:
Acta Universitatis Nicolai Copernici. Zarządzanie; Tom 47 Nr 2 (2020); 7-19;
Acta Universitatis Nicolai Copernici. Management; Vol. 47 No. 2 (2020); 7-19;
2450-7040;
1689-8966
Format:
application/pdf
Publisher:
Uniwersytet Mikołaja Kopernika w Toruniu
Relation: https://apcz.umk.pl/AUNC_ZARZ/article/view/AUNC_ZARZ.2020.0007/26319
Subject:
public figure;
celebrity endorsement;
consumer decisions;
brand promotion;
M 31;
M 37
Identifier: https://apcz.umk.pl/AUNC_ZARZ/article/view/AUNC_ZARZ.2020.0007
Data provider:
Akademicka Platforma Czasopism

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FBC TeNe Project

Project co-financed by European Funds under the Operational Program Digital Poland for 2014-2020 (project no. POPC.02.04.00-00-0012 / 20-00)

More information about the project can be found at: https://tene.fbc.pionier.net.pl

European Funds. Digital Poland

Republic of Poland

Digital Libraries Federation

European Union - European Regional Development Fund

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