Barbara Czarnecka

Barbara Czarnecka
London South Bank University | LSBU · Department of Management

PhD

About

41
Publications
12,430
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195
Citations

Publications

Publications (41)
Article
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 content and intention to purchase fashion products. Design/methodology/approach In this study, the authors carr...
Article
Full-text available
What explains why some consumers believe their individual consumption choices impact the natural environment, social issues, and employee well‐being and others do not? This study examines the moderating role of global and local social identities on the relations between cultural values of vertical and horizontal individualism and collectivism, and...
Article
Full-text available
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 stakeholders sooner than others. To do so, we identified the date of the first Covid-19 related tweet posted by each...
Article
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This study examined the effects of individual‐level cultural values of individualism and collectivism on impulsive buying and money budgeting and the mediating role of acculturation to global consumer culture. By applying the person‐environment fit theory and acculturation theory, we argue that people who hold cultural values congruent with the cul...
Article
Although the term "ethnic group" (EG) is often used in social studies, its definition differs among researchers. Moreover, little is known about ordinary people's subjective understanding of this term, even though it is often used in social discourse. We examined this issue in a cross-sectional study of 273 American, British, Mexican, and Polish st...
Article
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 transferred to consumers via advertising. Design/methodology/approach Study 1 employed content analysis to examine the u...
Chapter
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. Impactful communication has often been found to be effective in changing behaviour. Governments and other publ...
Article
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This research advances knowledge that can foster understanding of how global consumer culture (GCC) and its elements relate to impulsive buying and sheds light on how advertising attitudes and beliefs interact with this main relationship. Specifically, this study examines the moderating effects of attitudes towards and beliefs about advertising on...
Chapter
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Scholars assert that even though globalisation receives significant attention, research on the effects of globalisation on consumers’ attitudes and behaviour is lacking (Cleveland et al., 2016) often due to the lack of appropriate theoretical basis (Taylor, 2010). In an attempt to fill this knowledge gap, scholars proposed a theory to describe the...
Article
Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in B2B bank advertisements; and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1, 834 print advertisements collected from British newspapers were content analysed. In Study 2, semi-structured interviews with 17...
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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 the target countries. Content analysis was applied to advertisements from four countries to investigate whether the use of advertising appeals presen...
Conference Paper
This paper advances the understanding of acculturation to global consumer culture (AGCC) and its relations with consumer behaviour. A conceptual model was developed to investigate the effects of AGCC on impulsive buying and on attitudes towards advertising in general. The relationship of AGCC and impulsive buying was later moderated by the consumer...
Article
Mathematics educators have long emphasised the importance of attitudes, beliefs, and feelings towards mathematics, as crucial in motivating (or not) its learning and use, and as influenced in turn by its social images. This paper is about images of mathematics. Our search for advertisements containing such images in UK daily newspapers, during 2006...
Book
With the proliferation of digital and social media, there has never been a more dynamic time to engage with marketing communications - and never has the integration of marketing communications (marcoms) principles into a strategic marketing plan been more challenging. Even the best product in the world won’t sell without the right reach to your pot...
Conference Paper
Full-text available
This study proposes a framework of advertising appeals which could be used to express global consumer culture positioning (GCCP) strategy in advertising. The paper examines the use of such appeals in print advertising from four European countries comparing 847 advertisements for durable and non-durable goods from Poland, Hungary, Ireland and the UK...
Article
The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were content-analysed using Pollay's (1983) value appeals, linked to GLOBE (Global Leadership and Organizational Behavior Effectiveness) dimensi...
Article
This paper reports on a study of mathematical images in UK press advertising, and in particular, on the use of wisdom appeals as expressed via such images in advertisements for financial services. Over 1,500 editions of nine newspapers were monitored for advertisements containing mathematical images. Content analysis was applied to produce an accou...
Article
Full-text available
This comparative study attempts to gain a better understanding of how to target the older European consumers and, more precisely which advertising appeals are most effective amongst the older consumers of Poland, Hungary, Ireland and the UK. In an experiment, older (N=93) and younger (N=275) consumers were exposed to a set of nine advertisements th...
Article
Full-text available
This cross-cultural comparative study investigated differences in the frequency and types of value appeals used in print advertising from Poland, the UK, Hungary and Ireland. The methodological approach was content analysis; Pollay’s (1983) value appeals were linked to the GLOBE dimensions (House et al 2004). While there were some consistent value...
Article
This article reviews the intentions and assumptions underlying calls for greater regulation of nutrition and health claims in food advertising and examines the likely impact of new European regulations on health-related claims. After providing a review of the literature concerning regulatory effectiveness and on nutritional and health-related claim...