Journal of Marketing and Market Studies 06/2023

The change is an immanent element of the modern business environment, however the change itself is not the reason of the companies' collapse. The reason for failure is strategic myopia as well as the organization's inability to address these alterations. Purpose branding is a response to the challenges of the modern business environment and an opportunity to make the organization resilient to current market shocks and turbulences. The aim of the article is to identify the extent to which organisations are ready to use purpose branding on the Polish market, especially in relation to the idea of sustainable development. The empirical basis are the results of the research conducted in Poland, in November 2022 on a group of 89 marketing managers with the use of the CAWI method. The research has shown that there is a strong relationship between purpose branding and the competitive advantage of an organization. Moreover, currently, the scope of building of brands based on values is quite limited. Currently, large organizations operating in traditional channel are recognized as those which the most widely used brands built on values. However, the biggest "turnaround" will be made in case of small organizations for which the digital channel is the dominant source of revenue. At the same time, the Polish marketers declare to intensify usage of purpose branding in the nearest future.

eWOM communication has become an important source of information when it comes to consumers' purchasing decisions. Consumers are more willing to relay on that kind of recommendation if they consider it useful. This article focuses on determinants of the usefulness of online reviews which are a specific type of eWOM message. The article aims to determine how consumer product knowledge affects the perception of the usefulness of online reviews of different valence. A web-based betweensubject design experiment was conducted among adult Polish consumers. Their reactions to positive, negative and neutral online reviews of a specific search product were tested. ANOVA analysis was performed to check the interaction effect between the level of subjective product knowledge, the valence of the review and the dependent variable, namely the usefulness of online reviews. The results confirm that the consumer expertise influences the perception of the usefulness of online reviews. Positive online reviews are considered more useful by consumers with extensive knowledge compared to those with limited knowledge. The difference in the perception of usefulness of reviews of different valence is most conspicuous in the case of consumers with average product knowledge.

The article presents the theoretical background related to the issue of sustainable consumption and food waste. The general objective was to examine consumer behavior in the aspect of food waste, assess the perception of this phenomenon, and assess the possibility of reducing waste by introducing sustainable consumption behavior. A survey was conducted on a group of 1,078 Polish consumers. In order to verify what socio-demographic factors and factors related to knowledge and behavior in the aspect of food waste affected the above issues, a regression analysis was performed. The conducted research confirmed that women are more aware of the impact of changing appropriate consumer behaviors on reducing the scale of food waste, probably due to more direct contact with food during shopping and cooking, educated and aware of the high share of households in this phenomenon. The research results indicate that the young age and higher education of respondents influenced the higher awareness of waste as an important socio-economic and environmental problem. The research is not representative, therefore its results can only be applied to the surveyed people.

This study aims to analyze the effects of sales promotion and store atmosphere on hedonic shopping motivation and impulse buying among customers of Indomaret, Lippo Karawaci, Tangerang. The target population in this study was all students and alumni of Uuniversitas Pelita Harapan who had visited Indomaret in Lippo Karawaci, with a sample size of 150 respondents. The data was collected using a questionnaire and analyzed using Partial Least Square – Structual Equation Modeling (PLS-SEM) in SmartPLS ver. 3.3.3 program. The results show that the sales promotion has a positive effect on hedonic shopping motivation and impulse buying; the store atmosphere has a positive effect on hedonic shopping motivation but has no effect on the impulse buying; and the hedonic shopping motivation has a positive effect on impulse buying. Thus, the sales promotion plays an important role in increasing the impulse buying.

The aim of the publication is to analyze and critically evaluate the selected literature and propose a new concept of knowledge management and innovation management based on the integration of these two functional areas into one systemic whole. To achieve this goal, research methods were used, such as: critical-cognitive analysis of selected literature, the descriptive and comparative method, and the projective method. These methods enabled a critical interpretation of key concepts such as: knowledge, its types, knowledge management; innovation, its types, innovation management. On the other hand, the projection method was used to develop and present original definitions: knowledge, knowledge management, innovation, innovation management, and to propose a model for integrating efficient knowledge management and innovation activity management. The indicated structural elements of the article determine its originality. They have significant cognitive and practical values for the managerial staff, enabling (after their application) a systemic transformation of a traditional enterprise into an innovative, knowledge-based, learning enterprise.