The primary goal of this chapter is to analyze the issue of building and management of a brand based on the example of the nation brand of Poland. This chapter consists of two complementary parts: theoretical and empirical. The starting point for a theoretical discussion is to show the specificity of the nation brand in relation to the corporate brand. The above-mentioned issues are presented through the key theories and models based on the literature studies. The second part of this chapter is empirical and was based on the case study of building the brand for Poland. Poland, as one of the first countries in Central Europe, took on the challenge to build the nation brand. This program, although modified several times, has been carried out since the beginning of 1990s in the last century to the present day. The empirical part of this chapter focuses not only on describing the actions taken but also on showing their effects.
The primary goal of this chapter is to analyze the issue of building and management of a brand based on the example of the nation brand of Poland. This chapter consists of two complementary parts: theoretical and empirical. The starting point for a theoretical discussion is to show the specificity of the nation brand in relation to the corporate brand. The above-mentioned issues are presented through the key theories and models based on the literature studies. The second part of this chapter is empirical and was based on the case study of building the brand for Poland. Poland, as one of the first countries in Central Europe, took on the challenge to build the nation brand. This program, although modified several times, has been carried out since the beginning of 1990s in the last century to the present day. The empirical part of this chapter focuses not only on describing the actions taken but also on showing their effects.
Artykuł poświęcono analizie postaw młodych dorosłych Polaków wobec kupowania i używania rzeczy uprzednio stanowiących własność innych klientów. Na podstawie studiów literaturowych i wyników badań jakościowych skonstruowano skalę, za pomocą której dokonano pomiaru gotowości do udziału w gospodarce opartej na redystrybucji dóbr używanych. Na podstawie danych ilościowych wyodrębniono grupy różniące się poziomem gotowości. Zbadano również zależność między kupowaniem i używaniem produktów second-hand a zmiennymi demograficznymi, dowodząc istnienia zależności między takimi zachowaniami a płcią oraz braku istotnej statystycznie zależności między pozostałymi zmiennymi. Ustalono, które kategorie dóbr second-hand są kupowane najczęściej przez kobiety i mężczyzn. Na podstawie odpowiedzi na pytania otwarte udzielonych przez respondentów przeprowadzono analizę systematyczną oraz jakościową analizę treści, dzięki czemu zidentyfikowano kluczowe korzyści płynące z kupowania i użytkowania produktów second-hand oraz bariery sprawiające, że młodzi dorośli Polacy nie kupują i nie użytkują dóbr second-hand. Keywords dekonsumpcja, gospodarka zamkniętego obiegu, produkty używane, redystrybucjaThe article is devoted to an analysis of young adult Poles' attitude towards buying and using second hand goods. A scale based on literature studies and qualitative research was constructed and used to measure the readiness to participate in an economy founded on the redistribution of used goods. Groups of different readiness-level were formed on the grounds of quantitative data. Also, the correlation between buying and using SH goods and demographic variables was analysed, proving the existence of a dependence of such behaviours and genders as well as a lack of a statistically relatable correlation between remaining variables. The most-bought SH goods categories among women and men were assessed. A systematic analysis was conducted based on the answers from openended questions given by the respondents as well as a qualitative analysis of content which led to the identification of key benefits coming from buying and using SH products and the barriers preventing young adult Poles from buying and using SH goods.
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