« back...Scientific seminar ‘Loyalty as an element of brand capital’

The Chair of Marketing and Tourism at the University of Social Sciences invites to a scientific seminar devoted to the topic of building brand loyalty - one of the key issues in modern marketing.

The event will take place on 12 December 2024 at 13:15 at the University of Social Sciences at 11 Łucka Street in Warsaw in lecture hall 6.

Chairperson

Maciej Dębski, PhD, Head of the Chair of Marketing and Tourism.

Creating loyalty is a key marketing process, but it is not an easy task. Loyal customers generate repeat purchases, which increases revenue stability. Strong brand bonds translate into higher retention rates, referrals and lower acquisition costs for new customers. Loyalty is also associated with a positive company image and affects competitiveness.

I will try to introduce you to selected issues related to loyalty and the process of its building during a scientific seminar to which we would like to invite all those interested - students, university staff and representatives of the business environment

The programme includes:

Alicja Waszkiewicz-Raviv, PhD - University of Warsaw

‘Brand loyalty - influence factors and functions in the relationship with consumers.’

Ewa Szkudlarek, PhD - University of Social Sciences

‘Managing sustainability in the hotel sector as a factor in building brand loyalty among consumers from generation Z.’

Kinga Wilczyńska, PhD - University of Social Sciences

‘Shaping brand loyalty by influencers.’

Edyta Łyszkowska, PhD

‘Social media in the process of brand creation.’