SKŁADNIKI WARTOŚCI EMOCJONALNEJ OFERTY JAKO INSTRUMENTY KONKUROWANIA
COMPONENTS OF EMOTIONAL VALUE AS COMPETITIVE INSTRUMENTS

Summary/Abstract: As a result of the civilizational development and the processes of globalization, especially in the fi elds of society and economy, it is more and more difficult for a service receiver, or a material good buyer, to derive satisfaction from the consumption. It is necessary then, to recognize proper means that are employed by national and global masters of the market economy so that we could create a proper off er, which is customized in accordance with the needs of a particular target group. This paper constitutes an attempt to answer the question about a set of means that guarantees positive emotions connected with an off er of a specific entrepreneur which is understood as a proposal to make an agreement. In order to realize the goal, theoretical and empirical research results have been used. They regard the product brand and the perception of the service off er. Consequently, the analysis and synthesis of the data have produced the thesis that a basic condition for creating a satisfactory consumer off er is sensitivity to individual needs and expectations of a receiver based on the advancement level of their social-emotional intelligence.

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