Czy neuroeksploracje mogą pomóc nieznanym markom? Teoretyczne i metodyczne implikacje

• Authors: Maciej Koczerga , Lilianna Nowak

Title variants

EN

Can Neuro-Explorations Help Unknown Brands? Theoretical and Methodological Implications

RU

Могут ли нейроисследования помочь неизвестным маркам? Теоретические и методические импликации

• Languages of publication: PL EN RU

Abstracts

PL

Artykuł ma charakter koncepcyjny. Koncentruje się na markach nieznanych i metodycznych aspektach prowadzenia badań nad nimi. Autorzy uzasadniają potrzebę uwzględnienia zagadnienia znajomości-nieznajomości marek w badaniach i wskazują, w jaki sposób podejmowane w tym zakresie wysiłki mogą wypełnić luki w dotychczasowej wiedzy. Wiedza na temat potencjalnych możliwości zaistnienia w świadomości konsumentów marek nieznanych jest rozproszona i fragmentaryczna. W drugiej części artykułu autorzy wskazują na kierunki prowadzonych badań nad markami nieznanymi, ze szczególnym podkreśleniem badań neuromarketingowych.

EN

The article is of the conceptual nature. It focuses on unknown brands and methodological aspects of carrying research on them. The authors reason the need of taking into account the issue of brands awareness/non-awareness in research and indicate how the efforts being made in this regard may fill up gaps in the hitherto knowledge. Knowledge of potential possibilities of appearance in consumers’ awareness of unknown brands is dispersed and fragmentary. In the second part of the article, the authors point out to the directions of carried out research on unknown brands, with a particular emphasis put on neuromarketing research.

RU

Статья имеет концептуальный характер. В ней сосредоточили внимание на неизвестных марках и методических аспектах проведения изучения их. Авторы обосновывают потребность в учете вопроса знания-незнания марок в исследованиях и указывают, как предпринимаемые в этой области усилия могут восполнить брешь в знаниях. Знания насчет потенциальных возможностей попасть в сознание потребителей неизвестных марок распылены и фрагментарны. Во второй части статьи авторы указывают направления проводимых исследований по неизвестным маркам, особо подчеркивая нейромаркетинго- вые исследования.

Keywords

PL

marki nieznane; neuromarketing; zachowania konsumentów

EN

unknown brands; neuromarketing; consumers’ behaviours

RU

неизвестные марки нейромаркетинг; поведение потребителей

• Publisher: Instytut Badań Rynku, Konsumpcji i Koniunktur
• Journal: Handel Wewnętrzny
• Year: 2017
• Issue: 2 (367)
• Pages: 170-180

Contributors

author

Maciej Koczerga

• Uniwersytet Ekonomiczny w Poznaniu

author

Lilianna Nowak

• Uniwersytet Ekonomiczny w Poznaniu

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