Best prices Special offers for members of the PWE book club The cheapest delivery
Mgr Piotr Krowicki
ORCID: 0000-0001-6891-2354

Student of interdisciplinary PhD studies at the University of Business in Dąbrowa Górnicza. He graduated with honors from the MA studies in international relations at the University of Warsaw. His master's thesis entitled "Public diplomacy and nation branding in the service of a positive image of the country. The case of Poland" was awarded by the Minister of Economy for the best master's thesis on pro-export and pro-investment topics in the competition for the best master's thesis on the promotion of Poland "Teraz Polska Promocja". Futhermore, the work was awarded third place in the competition for the best master's thesis in the field of contemporary international relations, and the first prize in the Robert Mroziewicz's competition for the best master's thesis in the field of international relations and diplomacy. His research interests focus on customer engagement and value marketing of shopping centers.

DOI: 10.33226/1231-7853.2022.1.4
JEL: M31, D16, 036

The main goal of the article is to define the relationship between customer engagement (CE) and related categories as well as to identify research contexts in Polish literature on the subject. The study is of a theoretical and conceptual nature, and the research method used was the analysis of the literature on the subject — the methodology of a critical and systematic review of the scientific literature was used. Additionally, the author proposed a Polish translation of the concept of customer engagement and its related categories (commitment and involvement). The research results presented in the article indicate the need to define the hitherto vague semantic boundaries between CE and related categories, to standardize the terminology related to the CE phenomenon and to develop its precise interpretation.

Keywords: customer commitent; customer engagement; customer involvement
DOI: 10.33226/1231-7853.2021.2.3

The article identifies and categorizes marketing events in Polish shopping centers. The theoretical part deals with the event marketing of shopping centers, while the empirical part analyzes the events of shopping centers in Poland. The article was prepared based on data from secondary and primary sources of information. Secondary sources are the literature on the subject and industry studies on shopping centers in Poland. Primary sources were obtained through own research carried out on the basis of the analysis of official profiles on the Facebook social network of 25 largest shopping centers in Poland. The research results presented in the article indicate a high frequency and variety of events as well as significant differences in the number of events organized between the studied centers.

Keywords: shopping center; event; event marketing