Journal of Marketing and Market Studies 10/2023

The main aim of the article is to compare the impact of holographic and traditional advertising on such elements of consumer behaviour as emotions, cognitive evaluation, purchase intention and price sensitivity of the presented product. A historical overview of the processes of creating images and advertisements with a holographic effect is also presented. The results of the conducted research clearly show that holographic advertising evokes much stronger positive emotions to the presented brands and products than traditional advertising in the form of a 2D poster. It is similar in the case of purchase intention – holographic advertising causes consumers to show a much higher willingness to purchase the product compared to those consumers who were presented with the traditional version of the advertisement. In the case of price sensitivity, studies have shown that holographic advertising lulls the vigilance of consumers by strongly weakening this sensitivity. Consumers are willing to pay more for the advertised product compared to people who were presented with the same product in the form of a poster.

The aim of the article is to analyse seniors' knowledge about life insurance, their needs and possibilities in terms of creating a life insurance product strategy addressed to this group. This research aimed to collect data on seniors' awareness of life insurance, their favourite sources of information on the subject, and the factors influencing their purchasing decisions. Due to the group's large heterogeneity, distinguishing characteristics as well as characteristics shared by other age groups were identified. The reasons for the low insurance awareness of seniors were identified based on a survey conducted using the survey method. At the same time, challenges resulting from the financial situation of seniors were identified, bearing in mind that they are a group with great potential and a growing population in the total number of people in Poland. Then, the elements relevant to the creation of a product strategy for seniors were described, i.e. the possibility of individualizing the offer, the method of communication and solutions in the field of service.

The article aims to identify the consumers' perception of marketing standardization and adaptation activities deployed by multinational companies in a foreign market with a high national identity. This is analysed on the example of a fast-food chain of McDonald's in Vietnam. This paper evaluates these tactics in terms of satisfying consumer demands and the perceptions of Vietnamese consumers towards the marketing mix implementation of the company. The analysis is based on focus group interviews, observations, and online surveys conducted in Vietnam. The findings provide empirical evidence that international marketers should balance between standardization and adaptation in the marketing strategy. In countries of high national identity it is important to emphasize the company's global distinguishing features, but at the same time to show respect for local culture, including local food taste and consumer behaviour. The case of McDonald's provides recommendations for multinational companies to expand their operations and achieve their strategic goals in Vietnam.

Food labels are an important factor in determining purchases. The aim of the study was to discover consumer expectations regarding the labelling of products containing cultured meat. A comparative analysis was conducted on 1,286 consumers, taking food technology neophobia, customer innovativeness and health consciousness into account. The analysis is based on a series of Repeated Measures ANOVAs, which has made it possible to identify individual differences among consumers. We found a significant variation in terms of a level with which consumers formulate their judgment concerning the information that should appear on the packaging. We identified three groups of variables with different levels of expectation, where in-vitro is not the leading one. The results indicate that the placement of information about cultured meat on food labels may have a negative stigmatizing effect.

The importance of the carbon footprint in environmental management in enterprises, marketing strategies and corporate social responsibility reports is growing. The paper focuses on presentation of this topic through a case study. The aim of the work was assessment of the carbon footprint of a scientific institute on the example of the Central Mining Institute (GIG), and analyses the possibility of using data collected under the procedures currently used at the Institute as part of the environmental quality management system to determine the carbon footprint, identifying key causes of climate impact and potential opportunities to reduce this impact. The application of the GHG Protocol methodology was presented in the work as well as key theoretical issues and requirements were discussed. The carbon footprint for GIG was determined in the 1+2+3 Scope in 2020. It was found that the Institute contributes to greenhouse gas emissions mainly through the purchase of electricity and heat, heat generation in gas boilers, employee commuting and the generation of municipal waste. Potential actions were proposed to reduce the Institute's impact on the climate. Thanks to a thorough discussion of the case study, entrepreneurs can assess the possibility of using the carbon footprint assessment tool in their organization and partially implement this methodology in their enterprises.