Brand engagement for university students in depending on the structure of values

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F15%3A43873771" target="_blank" >RIV/70883521:28130/15:43873771 - isvavai.cz</a>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Brand engagement for university students in depending on the structure of values

Popis výsledku v původním jazyce

The study demonstrates the relationship between the brand engagement, depending on the structure of values in Slovak university students (N=307, AM age=22.3 years).The results show, that for the engagement of brand among Slovak university students the strongest predictor is factor power, benevolence, hedonism and self-determination. Slovak university students attach engagement to brands according to display of certainpower, which may be related to satisfaction of social needs, with emphasis on interpersonal relationships. The perception of the engagement of the brand is associated with lower levels of self-determination, benevolence and higher level of hedonism. Slovak university students can be reached by emphasizing social status and prestige leadingto the satisfaction of social contact, highlighting the enjoyment of life and some sensuality with lower levels of independence, freedom, openness and loyalty, responsibility, sense of life.

Název v anglickém jazyce

Brand engagement for university students in depending on the structure of values

Popis výsledku anglicky

The study demonstrates the relationship between the brand engagement, depending on the structure of values in Slovak university students (N=307, AM age=22.3 years).The results show, that for the engagement of brand among Slovak university students the strongest predictor is factor power, benevolence, hedonism and self-determination. Slovak university students attach engagement to brands according to display of certainpower, which may be related to satisfaction of social needs, with emphasis on interpersonal relationships. The perception of the engagement of the brand is associated with lower levels of self-determination, benevolence and higher level of hedonism. Slovak university students can be reached by emphasizing social status and prestige leadingto the satisfaction of social contact, highlighting the enjoyment of life and some sensuality with lower levels of independence, freedom, openness and loyalty, responsibility, sense of life.

Druh

D - Stať ve sborníku

CEP obor

AJ - Písemnictví, mas–media, audiovize

OECD FORD obor

—

Projekt

—

Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2015

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Procedia - Social and Behavioral Sciences

ISBN

—

ISSN

1877-0428

e-ISSN

—

Počet stran výsledku

5

Strana od-do

2519-2523

Název nakladatele

Elsevier

Místo vydání

USA

Místo konání akce

Paris

Datum konání akce

25. 6. 2014

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

—