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PL EN


2018 | 9 | 201 - 218

Article title

Wartości na sprzedaż. Budowanie wizerunku marki w mediach społecznościowych

Title variants

EN
Values for sale: Building the brand image in social media

Languages of publication

PL

Abstracts

EN
The aim of our article is to analyze the mechanisms of value creation on the example of the brand promoted by Ewa Chodakowska, a popular fitness trainer, the owner of a company selling products and services related to physical activity. At the beginning, we describe the recent changes in marketing theory, with special emphasis on the concept of marketing 3.0. In the second part of the article, we analyze the material collected on Ewa Chodakowska’s Facebook page and reconstruct the language and symbolic mechanisms of linking brand activity to a specific value system. As a result, we show the process of objectivation of abstract content (values) under the supervision of Ewa Chodakowska’s brand.

Keywords

Year

Volume

9

Pages

201 - 218

Physical description

Contributors

  • Uniwersytet Warszawski
  • Uniwersytet Warszawski

References

Document Type

Publication order reference

Identifiers

YADDA identifier

bwmeta1.element.desklight-82379e47-cdc3-4f41-b9c1-da377ebba8d7
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