Religion, religiosity and migration background make small explanatory contributions to the evaluation of advertising in four relevant dimensions, but in the overall picture prove to be less significant than sociodemographic and psychographic criteria beyond religion and origin.
The presented article focuses on the issue of communication mix in small businesses in the brewing industry in Czech Republic, this group is represented by microbreweries. The aim of the research was to analyze marketing mix in this group of companies. They have a very similar parameters and serve a similar market, but there are differences in their communication mixes.
The aim of the study was to analyze young consumers’ soft drink buying behaviors in threefold by explaining reasons of buying soft drinks, factors that affect soft drink buying decisions, and preferences about ingredients in soft drinks. The survey method was used, and the field study was conducted with university students in Izmir City, Turkiye by convenience sampling method.
The primary objective of this article is to delve into the significance of marketing metrics in the realm of social media. The scope of this article encompasses a comprehensive analysis of key marketing metrics, including reach and impressions, engagement metrics, conversion metrics, customer satisfaction metrics, brand awareness metrics, and influence and authority metrics.
This study contributes to the extant literature by highlighting the marketing strategies and tactics adopted by organizations during during the Covid-19 pandemic. The themes indicate that, by and large, the response of firms to the current pandemic is in line with the marketing strategies adopted during previous environmental disruptions, as substantiated by various examples.
The study aimed to investigate their perceptions of the Silk Road brand, involvement in sustainable development initiatives, collaboration with the public sector, and the status of their service offerings. Based on the results, the paper concludes and offers specific recommendations.
The concept of seduction has been conceptualized based on this literature review by qualitative coding techniques. The key stakeholders experiencing brand seduction were interviewed to verify the suitability of the theoretical concept. The results show the correspondence of the concept of brand seduction with the stakeholder´s experience.
This article deals with the analysis of various factors that impact the consumer behavior of museum visitors with an aim to build an effective marketing strategy that will help to expand the museum audience. The survey using questionnaire method was conducted in order to identify the importance of each category in the decision-making process.
The purpose of the article is to determine the sequence of stages for the development of the city’s international branding strategy. Approbation of the procedure for developing an international brand strategy was carried out on the example of the city of Kharkiv, one of the largest cities in Ukraine.
This study focuses on the application of marketing principles for higher education institutions (HEIs) in Pakistani universities. The study begins with a review of the current marketing practices in the higher education sector and analyzes the challenges faced by HEIs in attracting and retaining students.
The main goal of this paper is to describe and show how to use behavioral modelling of potential customers in online marketing campaigns. In addition to the basic ARMA model for short-term website traffic forecasting, we evaluate the TBATS and Prophet models. Both models comprehensively capture seasonal and holiday fluctuations.
Conversion rate optimization on a landing page is due to several factors, including design. This research attempted to measure the importance of certain components leading to the desired action to determine the key points to respect in the conception of a landing page that appears after clicking on a call-to-action button.
This study attempts to provide insight into consumer decision-making, which has become increasingly difficult to understand and anticipate in today’s sustainable development environment. This research has implications for tourists, marketers, hotel managers, promoters, and customers.
The main purpose of this research is to highlight the role of sustainable marketing and strategy as business disciplines, oriented to develop solid strategies aimed at meeting the corporate objectives and the Sustainable Development Goals (SDGs) 2030 of the United Nations.
This paper aims to study demographic and socioeconomic variables inherent when conducting a cross-cultural analysis of consumer needs when patronising retailing fashion design entrepreneurs in Germany and South Africa.
For the textile traders it is an improvement of the efficiency by the ability to control the total supply chain electronically; for the consumer the potential interconnectivity with the internet and smartphones is an empowerment of demand because the choices for alternative points of sales are permanently increasing and mobile shopping decreases the dependance on locations of brick-and stone.
The main benefits of this study are suggestions for improving the level of managerial performance that can be applied in public administration. Among the primary areas where change is needed, we identified ambiguity in the strategy and plan, delayed feedback processes and limited behavioural incentives.
Predložený článok si kladie za cieľ analyzovať princípy spoločenskej zodpovednosti vymedzené normou ISO 26000 a to z dvoch hľadísk – postoje voči týmto princípom a ich samotné uplatňovanie. Výsledky prezentované v tomto článku môžu prispieť do odbornej diskusie o súčasnom smerovaní spoločenskej zodpovednosti.
The aim of this study is to analyze the purchase behavior of an air purifier for religious and non-religious consumers. This has been accomplished through 23 qualitative interviews using the mobile instant messaging interview method (MIMI).
The aim of the paper is to show the opportunities that exist if buildings are not considered as amalgamation of materials and goods but as a service model. The paper shows what Service-Dominant Logic (SDL) in combination with BIM could offer to the industry and discusses the term Building-as-a-Service (BaaS) from an SDL perspective.
The manufactory is a full production organization of consumer goods, technical goods or food – in any case physical products. In contrast to handicraft businesses, the manufactory produces products in series, which means that they can be purchased several times over a longer period of time. They result in an assortment of this manufacturer.
The goal of the paper is to find out consumers’ attitudes towards the marketing usage of shipping packaging. The research demonstrated the real potential of personalisation. Because of this, it is possible to observe changes in consumer behaviour leading, among other things, to greater consumer satisfaction, a tendency to repeat purchases or a willingness to pay extra for personalised packaging.
The article focuses on the issue of car emissions targets, the advent of electromobility in this context and the ability of cars to use the communication tool car configurator as an element for customer education and as an influential tool in their decision-making.
This paper presents the results of a survey focused on the perception of sustainable retailers and sustainable products by Czech consumers. 997 usability questionnaires from a representative sample of respondents were interpreted using a frequency table and Crosstabs analysis.
