ABSTRACT:The submitted study points to social media and their outstanding position in marketing communication aiming at their impact on consumers’ behaviour. Attention was paid to how individual generations are affected by social media contributions and whether these influencers affect their…
ABSTRACT: The nostalgia behind historic brands and trends is definitely making large waves in the consumer market. With a good idea, even the most modern company can engage in a retro revolution. Studies suggest that nostalgia encourages consumers to spend…
ABSTRACT: One of the basic aims of all companies doing business in the present market environment is to distinguish themselves from their competition. The basic way how to do it is to create a unique corporate identity, i.e. a functioning…