Marketing doświadczeń a wizerunek marki Apple
Experience marketing and the Apple's brand image
Author(s): Patrycja ChebaSubject(s): Social Sciences, Media studies, Communication studies, Globalization
Published by: Instytut Dziennikarstwa, Mediów i Komunikacji Społecznej, UJ / Polskie Towarzystwo Komunikacji Społecznej
Keywords: EXPERIENCE MARKETING;BRAND;IMAGE;COMMUNICATION;CONSUMERS;
Summary/Abstract: Dynamic technological changes, the development of consumerism and two-way communication resulted in the emergence of a new type of consumer, which has become much more demanding on the brand, in the conduct until the 1990s. The article is an attempt to analyze marketing communication between the consumer and the marketing economy of experiences about the Apple brand. Based on the analysis of empirical material understandable that the relationship between the analyzed brand and experience marketing is available. The basis is included in emotions and relationships in order to more easily reach use in capsules.
Journal: Com.press
- Issue Year: 1/2020
- Issue No: 3
- Page Range: 30-43
- Page Count: 14
- Language: Polish