KREOWANIE WIZERUNKU MARKI OFFLINE A ONLINE
OFFLINE AND ONLINE BRAND IMAGE CREATION
Author(s): Barbara Mróz-Gorgoń, Aleksandra CałkaSubject(s): Economy, Psychology, Communication studies, Sociology, Theory of Communication, Behaviorism, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: online brand image; offline brand image; marketing communication; brand;
Summary/Abstract: The internet revolution has brought about the unprecedented changes in the behaviors of consumers. Moreover, it has generated new channels of enterprises’ and organizations' marketing communication. Marketing communication, which is carried out through the internet website and, among others, the so-called new media, i.e. social media, is called online communication whereas the traditional forms of communication are today regarded as offline communication. The paper presents the online and offline forms of marketing communications which are used most frequently by market entities. The objective of the paper is to present the differences in creating an image through offline and online forms on the basis of selected examples. There are used the Polish and foreign literature studies and the results of own research.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 39
- Page Range: 155-166
- Page Count: 12
- Language: Polish