Doświadczenia we wspólnotach wokół marki w szkolnictwie wyższym

• Authors: Dziewanowska Katarzyna

Title variants

EN

Experience in Brand Communities: The Case of Higher Education Institutions

• Languages of publication: PL

Abstracts

PL

Niniejsze opracowanie ma charakter teoretyczny i jego celem jest przedstawienie możliwości zastosowania koncepcji społeczności wokół marki budowanej na doświadczeniach będących nośnikami wartości w szkolnictwie wyższym. W artykule przedstawione są wyzwania stojące przed sektorem szkolnictwa wyższego, uzasadniające celowość podjęcia nowatorskich działań przez funkcjonujące w nim organizacje. Nakreślony jest także szerszy kontekst teoretyczny łączący społeczności konsumenckie z koncepcją gospodarki doświadczeń, według której doznania nabywców są nośnikami wartości współtworzonej we wspólnotach wokół marek.

EN

This paper is of theoretical nature and its objective it to present the possibility of application of the concept of brand community based on consumer experiences as enablers of value in higher education. The paper briefly presents the challenges facing the higher education sector as a justification for undertaking innovative actions by organizations operating in this sector. Also, a broader theoretical context is drawn connecting consumer communities with the concept of the experience economy according to which consumer experiences are enablers of value co-created within brand communities

Keywords

PL

społeczności; doświadczenia; wartość; szkolnictwo wyższe

EN

community; experience; value; higher education

• Publisher: Uniwersytet Warszawski. Wydział Nauk Ekonomicznych
• Journal: Problemy Zarządzania
• Year: 2016
• Issue: 1/2016 (58), t.2
• Pages: 45-60

Contributors

author

Dziewanowska Katarzyna

• Uniwersytet Warszawski, Wydzial Zarzadzania

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Identifiers

DOI

10.7172/1644-9584.58.3

ISSN

1644-9584