Publikacja:
Attitudes of Polish Consumers Toward Experiential Marketing
Data
2016
Artykuł
Przeszukaj czasopismo| cris.legacyid | 4533 |
| cris.virtual.journalance | #PLACEHOLDER_PARENT_METADATA_VALUE# |
| cris.virtualsource.journalance | dc92c553-0411-4522-97d5-b7ef33169392 |
| dc.abstract.pl | Purpose: The experience economy is a concept that can be defined 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 difficult 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/findings: 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. |
| dc.contributor.affiliation | University of Warsaw |
| dc.contributor.author | Monika Skorek |
| dc.date.accessioned | 2025-07-25T15:59:57Z |
| dc.date.available | 2025-07-25T15:59:57Z |
| dc.date.issued | 2016 |
| dc.date.published | 2016 |
| dc.description.issue | 4 |
| dc.description.physical | 109-124 |
| dc.description.volume | 24 |
| dc.identifier.doi | 10.7206/jmba.ce.2450-7814.185 |
| dc.identifier.issn | 2658-0845 |
| dc.identifier.uri | https://repozytorium.kozminski.edu.pl/handle/item/1539 |
| dc.language | en |
| dc.relation.ispartof | Central European Management Journal |
| dc.relation.pages | 109-124 |
| dc.rights | CC-BY-NC-ND-4.0 |
| dc.subject | experience marketing |
| dc.subject | shopping behaviour |
| dc.subject | experience economy |
| dc.subject | Poland |
| dc.subject | focus group interviews |
| dc.title | Attitudes of Polish Consumers Toward Experiential Marketing |
| dc.type | Article |
| dspace.entity.type | Publication |