Przeglądaj według autora "Fira, Martyna"
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Advertising premium offers in the pandemic era: the role of emotions in the consumer response
Trzebiński, Wojciech; Baran, Radosław; Fira, Martyna; Marciniak, Beata (European Advertising Academy, 2021-06-25)Two surveys, conducted among Polish consumers in different stages of the COVID-19 pandemic, investigated how the pandemic-related emotions of sadness (about the restrictions) and disgust (with other people) shape the ... -
Brand Loyalty to Popular Music Group Brands. The Role of Brand Attachment and Brand Community Relationships
Fira, Martyna (Warszawa : Oficyna Wydawnicza SGH, 2022)This study extends the concept of brand attachment to the context of cultural brands, specifically brands of popular music groups. The author collates the idea of music group brand with branding theories and investigates ... -
FMCG brands and new communication channels: how do food and beverage brands use TikTok in an emerging market?
Fira, Martyna (Małopolska Szkoła Administracji Publicznej Uniwersytetu Ekonomicznego w Krakowie, 2023)The purpose of this paper is to assess the use of TikTok in organic marketing communication of food and beverage brands on the Polish market. Despite the rising popularity of TikTok in Poland, its adoption by FMCG brands ...