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Author
Figiel Adam (Uniwersytet Ekonomiczny w Krakowie)
Title
Oddziaływanie reklamy korporacyjnej na konsumencką wiedzę o markach produktowych
The Influence of Corporate Advertisements on Consumers' Knowledge of Products Brands
Source
Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług, 2009, nr 42, s. 302-308
Issue title
Marketing przyszłości: Trendy. Strategie. Instrumenty. Współczesne wyzwania komunikacji marketingowej
Keyword
Reklama, Korporacje, Wiedza ekonomiczna, Marka produktu
Advertising, Corporation, Economic knowledge, Product brand
Note
streszcz., summ.
Abstract
W niniejszym opracowaniu wysunięto hipotezę, że wiedza pochodząca z reklamy korporacyjnej może wpływać na stan wiedzy pochodzącej z reklamy marki. Oddziaływanie to jest funkcją wielu czynników, których próbę charakterystyki podjęto w artykule. (abstrakt oryginalny)

In this paper the author puts forward a hypothesis that corporate advertisement knowledge can influence the level of consumer knowledge gathered from brand advertisement. The level of influence is dependent on variety of factors. The paper attempts to describe the factors influencing the brand advertisement knowledge. (original abstract)
Accessibility
The Main Library of Poznań University of Economics and Business
Szczecin University Main Library
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Bibliography
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ISSN
1640-6818
1896-382X
Language
pol
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