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Marital roles in market decision-taking

100%

Drab A., Kozel R.

Zeszyty Naukowe Wyższej Szkoły Bankowej we Wrocławiu

2012

issue 31

329-346

There were 38 decisions examined and classified into four role-structure categories used to formulate answers for questions being objectives of the research. The research on marital roles in market decisions taking allows to assess evolution of both products and services “gender”, that is to identify the ultimate addressee of the market communication and the decision-maker who is managing expenses of households. The author observed the regularities of the feminization of male decisions, as well as masculinization of a few feminine decisions. Simultaneously there is disappearing of the so-called patriarchal syndrome and the reinforcement of matriarchal syndrome and the strong tendency in gaining autonomy of the majority of decisions.

Co-branding and brand loyalty: higher education institutions perspective

81%

Mróz-Gorgoń B., Kozel R., Grzesiak M.

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

2018

vol. 52

issue 5

There are various strategies for creating brands. One of the branding strategies, i.e. the strategy of creating a brand in the minds of consumers, is the brand alliance, or co-branding. Co-branding is a kind of marketing agreement established to combine several brands. The aim of the article is to present the issue of co-branding and to determine the relationship between loyalty to the brand and the strategy of co-branding on the example of universities. The article is based on the analysis of the subject literature and presents the results of the authors’ original study.

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1 Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

1 Zeszyty Naukowe Wyższej Szkoły Bankowej we Wrocławiu

2 Kozel R.

1 Drab A.

1 Grzesiak M.

1 Mróz-Gorgoń B.

1 2018

1 2012

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Marital roles in market decision-taking

Co-branding and brand loyalty: higher education institutions perspective