Understanding consumers` sentiments as a key to creating superior customer value
Understanding consumers` sentiments as a key to creating superior customer value

Summary/Abstract: The main objective of this article is to indicate significant changes in the consumers perception of marketing activity and customer value. Under the conditions of hyper-competition resulting from globalization, development of ICT technologies and more free trade, enterprises increasingly start to realize that clever advertisingcampaigns and one-time marketing initiatives are not effective in the long term, and that consumers’ trust and self-identification with the brand are important contributions to overall customer value and continued usage of the products. The paper, which takes the form of a literature review, focuses on the sentiments, needs and expectations of present-day consumers, arising from their perception of contemporary social values, greater consumer awareness and national culture conditionings.

• Details
• Contents