Barbara Czarnecka
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View article: City branding’s influence on social media engagement: the cool factor
City branding’s influence on social media engagement: the cool factor Open
Purpose Consumers interact with city brands in diverse ways. Through city-related social media engagement, consumers actively shape a city’s brand meaning and communication strategies. Drawing on city branding aspects, defined as physical …
View article: Educating Responsible Business Leaders: Organizational Hypocrisy in British Universities’ Commitment to Environmental Sustainability Education
Educating Responsible Business Leaders: Organizational Hypocrisy in British Universities’ Commitment to Environmental Sustainability Education Open
This study examined the commitment of British universities to educating responsible business leaders capable of addressing grand challenges related to environmental sustainability. Specifically, it investigated the extent to which environm…
View article: The multidrug efflux pump regulator AcrR directly represses motility in <i>Escherichia coli</i>
The multidrug efflux pump regulator AcrR directly represses motility in <i>Escherichia coli</i> Open
Efflux and motility are two key biological functions in bacteria. Recent findings have shown that efflux impacts flagellum biosynthesis and motility in Escherichia coli and other bacteria. AcrR is known to be the major transcriptional repr…
View article: Review of: "An Apologetic Theological Vision on the Social Phenomenon “Kardashians”"
Review of: "An Apologetic Theological Vision on the Social Phenomenon “Kardashians”" Open
Potential competing interests: No potential competing interests to declare. I really enjoyed reading this article
View article: Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK
Masculine men do not like feminine wording: The effectiveness of gendered wording in health promotion leaflets in the UK Open
Following mixed-methods sequential design and drawing on the message-audience congruence concept and homophily theory, across three studies in the UK, we examined the effect of gendered wording and endorser’s gender on the effectiveness of…
View article: Antecedents of Multicultural Identity: The Role of Stereotypes and Need for Cognitive Closure
Antecedents of Multicultural Identity: The Role of Stereotypes and Need for Cognitive Closure Open
A noticeable rise in global mobility has led to an increase in people identifying with more than one culture. This has been described as 'effects of globalisation' on the microlevel by some authors (Arnette, 2003; Fitzsimmons et al., 2017)…
View article: Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model
Effects of social media brand-related content on fashion products buying behaviour – a moderated mediation model Open
Purpose This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship between firm-created and user-generated social media c…
View article: Why do students dislike research methods modules and what to do about it?
Why do students dislike research methods modules and what to do about it? Open
This chapter discusses the challenges that lecturers face when teaching research methods to marketing students at undergraduate and postgraduate levels (on taught courses), and proposes and discusses some solutions. We first briefly discus…
View article: Variation in the timing of Covid-19 communication across universities in the UK
Variation in the timing of Covid-19 communication across universities in the UK Open
During the Covid-19 pandemic, universities in the UK used social media to raise awareness and provide guidance and advice about the disease to students and staff. We explain why some universities used social media to communicate with stake…
View article: How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers
How are we tempted into debt? Emotional appeals in loan advertisements in UK newspapers Open
Purpose The purpose of this paper is to examine the use of emotional appeals in advertisements for loans and explored consumers’ perceptions of advertisements featuring such appeals in order to explore how emotional meanings are transferre…
View article: European Destination Managers’ Ambivalence Towards the Use of Shocking Advertising
European Destination Managers’ Ambivalence Towards the Use of Shocking Advertising Open
This study compares destination managers reactions towards the use of shock advertising in the European tourism sectors and develops the knowledge of how shock advertising can be an effective tool in managing annoying tourists’ behaviours.…
View article: Brands: culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries.
Brands: culture, leadership and differentiation: testing the effectiveness of highly performance-oriented appeal in four European countries. Open
This study examined the effectiveness of global consumer culture positioning strategy executed via highly performance-oriented appeal across four European countries. An advertising appeal that is favourably perceived in different markets s…
View article: High Town Bag Research Report
High Town Bag Research Report Open
This report provides a deeper understanding of the issues raised by residents in the local High Town community in Luton, Bedfordshire. Opinions of these issues build awareness and as a whole will assist in promotion of future improvement i…
View article: Emotional appeals in UK business-to-business financial services advertisements
Emotional appeals in UK business-to-business financial services advertisements Open
Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,…
View article: Cultural Meaning, Advertising, and National Culture: A Four-Country Study
Cultural Meaning, Advertising, and National Culture: A Four-Country Study Open
© 2018 Taylor & Francis Group, LLC. Cultural meaning transfer theory and GLOBE dimensions were employed in this comparative study to examine the extent to which cultural meaning presented in advertisements reflected national cultures of th…
View article: How we are tempted into debt: emotional appeals in loan advertising in UK newspapers
How we are tempted into debt: emotional appeals in loan advertising in UK newspapers Open
The purpose of this study is to examine the use of emotional appeals in loan advertisements and compare it to the use of emotional appeals in savings advertisements. A content analysis of 304 advertisements from nine UK newspapers revealed…
View article: Acculturation to Global Consumer Culture (AGCC): testing the validity of the AGCC scale and some preliminary results from the United Kingdom
Acculturation to Global Consumer Culture (AGCC): testing the validity of the AGCC scale and some preliminary results from the United Kingdom Open
This paper presents preliminary results from a study focused on acculturation to Global Consumer Culture (GCC) conducted in the UK. In particular, this paper’s aims are to test the validity of the original ‘Acculturation to Global Consumer…
View article: The Dilemma Of Retention In The Context Of Rapidly Growing Economies Based On The Effectiveness Of Hrm Policies: A Case Study Of Qatar
The Dilemma Of Retention In The Context Of Rapidly Growing Economies Based On The Effectiveness Of Hrm Policies: A Case Study Of Qatar Open
In 2009, the new HRM policy was implemented in Qatar for public sector organisations. The purpose of this research is to examine how Qatar's 2009 HRM policy was significant in influencing employee retention in public organisations. The con…