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: Palys Katarzyna
• 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.

Keywords

EN

BRAND; CORPORATE IDENTITY; INDIVIDUAL IN-DEPTH INTERVIEW; SEMIOLOGIC INTERPRETATION; SOCIOLOGICAL PHOTO

Discipline

• ECONOMICS: ECONOMICS

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Nauki o Zarządzaniu
• Year: 2011
• Issue: 6
• Pages: 19-35
• Document type: ARTICLE

Contributors

author

Palys Katarzyna

• Katarzyna Palys, Uniwersytet Ekonomiczny we Wroclawiu, Wydawnictwo, ul. Komandorska 118/120, 53-345 Wroclaw, Poland

Identifiers

CEJSH db identifier

11PLAAAA10822