Between Myth and Brand. Aspects of Myth in Marketing Communicatio

Maciej Czeremski

doi:10.4467/20844077sr.20.017.12757

Between Myth and Brand. Aspects of Myth in Marketing Communicatio

Studia Religiologica ◽

10.4467/20844077sr.20.017.12757 ◽

2020 ◽

Vol 53 (3) ◽

pp. 239-253

Author(s):

Maciej Czeremski

Keyword(s):

Cognitive Science ◽

Marketing Communication ◽

Permanent Structure ◽

Marketing Messages

The article is aimed at presenting that the features of a myth (known from literature in the field of anthropology, semiotics, and cognitive science) are also present in marketing communication related to shaping the image of brands. However, they are used in a scattershot manner, as specific marketing messages usually use only certain selected features of a myth. The article shows techniques of brand mythologization by combining three features of myths (permanent structure of events, bricolage, counter-intuitiveness) with three possible ways of their application for marketing communication (modeling, export, import).

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Culture of Marketing Actions of a Company in the Area of Sustainable Marketing Mix

Journal of Intercultural Management ◽

10.2478/joim-2014-0057 ◽

2014 ◽

Vol 6 (4-2) ◽

pp. 67-74

Author(s):

Tomasz Trojanowski

Keyword(s):

Price Level ◽

Marketing Mix ◽

Marketing Communication ◽

Sustainable Products ◽

Sustainable Marketing ◽

Sustainable Product ◽

Marketing Actions ◽

The Impact ◽

A Company ◽

Marketing Messages

Abstract The article focuses on the essence and importance of a sustainable marketing mix in business enterprises. In the first chapter the concept of this work the concept of sustainable product is brought closer. The characteristics of a sustainable product are presented. The further part of the article describes the prices of the products in terms of sustainability. Inter alia, the impact of the use of sustainable corporate policy on the price level of products is indicated. The third chapter addresses the issues of sustainable products distribution including the description of sustainable distribution channels. The final part of the work includes the information on sustainable marketing communication with the use of promotion mix instruments. The paper presents the main objectives of sustainable marketing communication and identifies means of marketing messages. The paper concludes with a summary.

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The relationship of marketing communication and customer behaviour in the online store industry

Catallaxy ◽

10.24136/cxy.2021.002 ◽

2021 ◽

pp. 1-9

Author(s):

Katarzyna Grąbczewska

Keyword(s):

Online Communication ◽

Strong Relationship ◽

Research Paper ◽

Online Marketing ◽

Brand Awareness ◽

Marketing Communication ◽

Online Store ◽

Customer Behaviour ◽

The Relationship ◽

Marketing Messages

Motivation: The article fills a crucial gap in the literature in the realm of investigating and understanding customer behaviour in the digital environment. Research in the field of ever-shifting digital marketing communication is fundamental. Aim: The key purpose of the research paper is to investigate the relationship between the frequency of seeing marketing messages by respondents and their market behaviour. Materials and methods: Various approaches to online marketing communication and descriptions of consumer behaviour were analysed in the theoretical framework of the article. The goal mentioned above was achieved through the survey conducted in 2020 on the sample of 461 respondents who had access to the Internet. Data were collected using a Google Form, and then the empirical data were analysed using Spearman?s correlation coefficient in Microsoft Excel application. The research involved observing the online marketing communication carried out by the surveyed entities in addition to mentioned methods. Results: The findings prove that the frequency of seeing marketing content by respondents has an impact on the Spontaneous Brand Awareness Rate, the Aided Brand Awareness Rate, the frequency of store website visits, the propensity to repurchase, and online store reviews. There is a strong relationship between the quantity and the variety of online marketing messages broadcasted by an online store and the engagement of customers in the digital activity of the online store. The research will help entrepreneurs develop future online marketing communication strategies and indicate the development of online communication toolkits. The research paper confirms the importance of maintaining a relationship with customers who shop online.

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Is Usage of Visual Images in Online Marketing Effective?

Asian Journal of Empirical Research ◽

10.18488/journal.1007/2019.9.6/1007.6.147.156 ◽

2019 ◽

Vol 9 (6) ◽

pp. 147-156

Author(s):

Chi Hong Leung

Keyword(s):

Qualitative Research ◽

Social Media ◽

Online Communication ◽

Communication Channels ◽

Target Audience ◽

Online Marketing ◽

Visual Images ◽

Marketing Communication ◽

Online Environment ◽

Marketing Messages

This paper discusses the importance of visual images in online marketing communication such as on Facebook. Because of noise in online communication channels it is becoming more and more difficult for marketing messages to be noticed. Visual images are now common on social media and can attract target audience and consumers and draw their attention in the online environment. This paper presents a study that selected 37 companies’ photos posted on Facebook. Four of these companies were highlighted owing to the high popularity and acceptance of their photos. Qualitative research was performed to investigate what kinds of photos these companies posted from Feb 2018 to Jan 2019. The results of this study show that there are diverse types of photos (of food, children, sports, animals, landscape, automobile, portraits, architecture, macros, quotes, events, aerial, street, and documentary) used for various marketing purposes. We concluded that visual images are effective in online marketing.

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Language as a mental travel guide

Behavioral and Brain Sciences ◽

10.1017/s0140525x19003182 ◽

2020 ◽

Vol 43 ◽

Author(s):

Charles P. Davis ◽

Gerry T. M. Altmann ◽

Eiling Yee

Keyword(s):

Cognitive Science ◽

Human Cognition ◽

Travel Guide

Abstract Gilead et al.'s approach to human cognition places abstraction and prediction at the heart of “mental travel” under a “representational diversity” perspective that embraces foundational concepts in cognitive science. But, it gives insufficient credit to the possibility that the process of abstraction produces a gradient, and underestimates the importance of a highly influential domain in predictive cognition: language, and related, the emergence of experientially based structure through time.

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