Szczegóły publikacji
Opis bibliograficzny
Experience branding in theory and practice : case study / Beata TARCZYDŁO, Joanna Miłoń, Jerzy Klimczak // Scientific Papers of Silesian University of Technology [Dokument elektroniczny]. — Czasopismo elektroniczne ; ISSN 2720-751X. Organization & Management ; ISSN 2720-751X. — 2023 — no. 178, s. 617–636. — Wymagania systemowe: Adobe Reader. — Bibliogr. s. 632–636, Abstr.
Autorzy (3)
- AGHTarczydło Beata
- Miłoń Joanna
- Klimczak Jerzy
Słowa kluczowe
Dane bibliometryczne
| ID BaDAP | 149634 |
|---|---|
| Data dodania do BaDAP | 2023-11-06 |
| Tekst źródłowy | URL |
| DOI | 10.29119/1641-3466.2023.178.33 |
| Rok publikacji | 2023 |
| Typ publikacji | artykuł w czasopiśmie |
| Otwarty dostęp |  |
| Creative Commons | |
| Czasopismo/seria | Zeszyty Naukowe Politechniki Śląskiej = Scientific Journal of Silesian University of Technology, Organizacja i Zarządzanie = Organization & Management |
Abstract
Purpose: Presenting the essence of modern experience branding (as a result of the available studies and original research), giving an example of marketing tools, methods, and procedures used for Milka experience branding, and to develop recommendations for the interested marketers. Design/methodology/approach: analysis of secondary sources of information, case study of a selected global brand from the food sector for which broad marketing activities creating its market capital are carried out with prosumer engagement, and participant observation of their selected projects combined with result analysis. Findings: Marketing ways of impacting (under the analysed brand) stakeholder experiences, taking into consideration contemporary trends and market conditions through the available communication channels and its social media profiles. Research limitations/implications: The paper was based on literature studies and a case study of a global brand from the food sector. The research problem addressed should be analysed based on a larger number of brands. Moreover, in the next project, opinion surveys among representatives of the brand community of the analysed brand and its key stakeholders are planned for the purpose of personalisation of the brand-related experiences. Practical implications: Implementation – with customer engagement – of diverse branded marketing activities, such as: raising awareness of the importance of sustainable activities in all the processes of the brand owner, selection of the right components for the brand’s products, educating about a healthy diet, providing opportunities for entertainment, education, and fun, engaging the interested parties and personification of activities, adjusting activities to the conditions, and building a real and virtual community. Social implications: Research shows that branding activities/actions/campaigns do impact customer behaviours, their experiences, attitudes, engagement, changes in the ways of buying and using the brand’s products, marketer practices, and – consequently – the entire society and natural environment. They also lead to the promotion – under the brand and with the engagement of its stakeholders – of a sustainable approach to resource management and undertaking projects in line with the 2030 Agenda and recommendations of the ESG directive. Originality/value: It is the first study of this type (at least in the Polish market) regarding the impact of methodical branding activities on the experiences of the brand’s key stakeholders and the resulting practical implications (social, economic, environmental, and managerial).
