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Autor
Skorek Monika (University of Warsaw, Poland)
Tytuł
Attitudes of Polish Consumers Toward Experiential Marketing
Źródło
Journal of Management and Business Administration. Central Europe, 2016, vol. 24, nr 4, s. 109-124, rys., tab., bibliogr. 31 poz.
Słowa kluczowe
Gospodarka doświadczeń, Zachowania konsumenta, Marketing doświadczeń
Experience economy, Consumer behaviour, Experience marketing
Uwagi
summ., This article was based on research conducted as part of a project funded by Narodowe Centrum Nauki (National Science Centre): decision number DEC-2012/05/B/HS4/04213
Abstrakt
Purpose: The experience economy is a concept that can be defned as a new way of perceiving the market offer of an enterprise, focusing on the customer experience. Enterprises, both in the production and service industries, are becoming similar to one another on a massive scale, which makes it increasingly diffcult to stand out. The response to this can be to offer the consumer an unforgettable experience related to a product or service provided by a company.

Methodology: This study analysed the results of qualitative research on the attitudes and opinions of Polish consumers on experience marketing.

Results/fndings: The results showed that participants of the study were prepared to transition from the economy based on products or services to an economy based on experiences at a moderate level. They declared a willingness to participate in experiences offered by companies but at the same time focus on the cost and utility of them. (original abstract)
Pełny tekst
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Bibliografia
Pokaż
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Cytowane przez
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ISSN
2450-7814
Język
eng
URI / DOI
http://dx.doi.org/10.7206/jmba.ce.2450-7814.185
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