PL EN


2011 | 6 | 19-35
Article title

BRAND AS AN INSTRUMENT OF SOCIAL CREATION OF A UNITY - QUALITATIVE AND QUANTITATIVE METHODS (Marka jako instrument spolecznego konstruowania jednostki - metody jakosciowe i ilosciowe)

Authors
Title variants
Languages of publication
PL
Abstracts
EN
The goal of the presented research is to show that in today's world brands not only organize the way we perceive and categorize the world, but it is indeed them that create and construct not only what we see as the surrounding reality, but also ourselves in the social environment. It is brands which tell us who we are, what we believe in, where our paths lead. Both qualitative techniques (i.e. Individual In-Depth Interview (IDI) and photo elicitation (semiologic interpretation)) and quantitative analysis (questionnaires) were used in this research. In order to operationalize and organize the qualitative part of the research, an innovative categorization of brands to taxis (intentionally constructed brands) and cosmos (spontaneously emergening brands, e.g. ecologism) was used. Additionally, tools were created to measure the respondent's knowledge of the brands and his level of identification with them.
Year
Issue
6
Pages
19-35
Physical description
Document type
ARTICLE
Contributors
  • Katarzyna Palys, Uniwersytet Ekonomiczny we Wroclawiu, Wydawnictwo, ul. Komandorska 118/120, 53-345 Wroclaw, Poland
References
Document Type
Publication order reference
Identifiers
CEJSH db identifier
11PLAAAA10822
YADDA identifier
bwmeta1.element.11cd9a89-25ca-3a63-92b0-bc9c88510bc8
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