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The Effect of Interaction Quality on Trust, Loyalty and Cross-Selling

Author(s): Myria Ioannou,Yioula Melanthiou / Language(s): English Issue: 1/2015

The benefits accruing from service excellence are well-documented in the literature but controversy exists as to the exact relationship between the quality of interaction, trust and loyalty. With the hair care industry as the empirical base, 150 questionnaires were administered. The paper discusses the strategic importance and role of interaction quality, as it is found to significantly influence trust and behavioral loyalty and to have a stronger effect on these than perceived service outcome. The results also reveal gender differences and suggest that trust plays both a direct and a mediating role, and enhances cross-selling opportunities of tangible products sold at hair salons.

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ТРАДИЦИИ И ИНОВАЦИИ В СВЕТА НА ЧЕТЯЩИЯ КОНСУМАТОР

Author(s): Simona Kaleva / Language(s): Bulgarian Issue: 2/2016

This article represents the main characteristics of one of Amazon’s publishing strategies, named Kindle First in the light of a historical perspective. No matter how innovative and aggressive methods such new company uses, it is always related to the typical human necessities, valid at all times.

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The twin foci of organisational identification and their relevance for commitment: a study of marketing communications industry

Author(s): Klement Podnar,Urša Golob / Language(s): English Issue: 1/2015

The purpose of this paper is to distinguish the two foci of organisational identification and to explore relations among employees’ groups and corporate identification, perceived external prestige, and organisational commitment. Structural equation modelling was applied to data collected by questionnaire from a sample of 145 respondents employed in advertising agencies, to test the relationships between the researched concepts. Organisational identification comprises identification with the organisation both as a collective of individuals and as a social entity. Perceived external prestige augments corporate identification and helps to explain organisational commitment. A strong positive link between corporate identification and organisational commitment was also found. The findings suggest a means for marketing strategists and general managers to predict the consequences of managing reputation for employees and to undertake appropriate initiatives to enhance corporate identification inside the company and thus influence organisational commitment and corporate performance.

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A Qualitative Research regarding the Online Advertising Formats used by Romanian Companies

Author(s): Carmen Acatrinei / Language(s): English Issue: 3/2015

The present paper offers an in-depth view about the online advertising formats that are used by Ro-manian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsor-ship). The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online adver-tising campaigns in order to make a comparison between the results obtained in both studies and pro-pose a model of online advertising campaign as close to consumers‟ wants.

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PRIMENA KRAUDSORSINGA U MARKETINGU

Author(s): Jovana Peklar / Language(s): Serbian Issue: 7/2015

Having in mind that the term crowdsourcing is not well explored in Serbian scientific journals and that it is rarely mentioned, readers who haven’t been acquainted with it, its development and usage, might inform themselves through this paper and possibly become interested in further research concerning the topic. Although the majority of population is acquainted with the methods used in crowdsourcing, the term itself often sounds unfamiliar. Hence, the aim of studying the term crowdsourcing and its practical usage is based on an attempt to define and understand its importance in modern business.

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Comparative Analysis of Promotion Strategies in the Industry of Energy Drinks in Kosovo

Author(s): Nail Reshidi,Vjosa Fejza,Albnore Durmishi-Devetaku / Language(s): English Issue: 1/2016

Energy drinks remain one of the most dynamic segments of soft drinks. Recent developments indicate that companies are extending their activities. The fact that the category of energy drinks is so successful is leading to a highly competitive environment. Therefore, to increase profit and to create a firm position in such a competitive market, promotion policies and its strategies and forms by companies should be properly understood and implemented. To this end, this part of the paper will review literature from various authors for purposes of understanding the role of drafting and implementing promotion strategies and marketing itself in companies in general. Data from theoretical aspect have served as guidance in conducting the practical part of this paper on the ground. In the second part of the paper, a practical research was conducted; a survey questionnaire with owners of two energy drink producers in Kosovo was carried out, i.e., “Golden Eagle” and “Red Rain”. As a result of primary data we have obtained from the survey, we established the extent of the basic knowledge of these companies. At first, regarding marketing in general, but also on promotion and promotion strategies in particular. Also, there were selected 30 customers of these two companies from the random sample to see whether there was an impact of promotion forms that these companies used on their choosing of products. Finally, from the data obtained from primary and secondary sources we managed to come to certain specific and meaningful conclusions both in terms of the companies we studied, but also about other companies of the same or other similar sectors.

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Positioning Generation Y for effective mobile communication: The case of three cities in India

Author(s): Varsha Jain,SAUMYA PANT / Language(s): English Issue: 1/2015

India is the second largest mobile phone market after China in terms of number of handsets sold as the usage has increased exponentially in the country. Indian mobile users have high disposable income and young consumers known as Generation Y primarily uses the phone as they are very tech-savvy. Using the theory of reasoned action, that suggests that individuals’ attitudes and subjective norms are related to behaviour. We have developed three research questions pertaining to characteristics of Generation Y and their mobile usage. In total, 10 Focus Group Discussions (FGD) with 70 participants from different segments of the market were conducted in major leading cities of Ahmedabad, Mumbai and Bangalore as these cities have recorded 4.17 crore, 5.12 crore and 3.8 crore mo-bile phone users respectively. Preliminary findings indicate that Generation Y aspires to become independent. They have materialistic and social aspirations. They spend more time with friends and peers than their family. They access multiple media simultaneously such as TV, print, and mobiles. Mobile phones are very close to their heart as it is an extension of their personality. They prefer to communicate on the virtual platform via mobile phone. The findings imply that Generation Y has moved from conspicuous to subtle and hedonic expression. This research study provides a detailed understanding of nuances and char-acteristics of attitudes and intended behaviour of Generation Y.

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The classification of customer- and brand-oriented marketing capabilities

Author(s): Katharina Buttenberg / Language(s): English Issue: 1/2015

According to the Resource-Based Theory of the Firm, companies need to ac-quire and develop a unique set of resources and capabilities to gain a competitive advantage in the market. In the last decade, a number of studies have focused on marketing capabilities. However, there has been no clear classification be-tween marketing capabilities directed towards the development of the brand from the inside out and customer-oriented capabilities, integrating the customer in the process. Purpose of this review is to clearly classify marketing capabilities and define the differences between brand-orientation and customer-orientation. A structure is proposed to better classify marketing capabilities and pave the way for further research. This review article is providing a structure for the Re-source-Based Theory of the firm for improving the classification of resources and capabilities.

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The influence of country personality dimensions on intentions to recommend visiting: The preponderance of assiduousness and wickedness

Author(s): Rui Manuel Vinhas Da Silva,Carlos Manuel Súcia Búrcio,Maria de Fátima Salgueiro / Language(s): English Issue: 1/2015

The purpose of the current research is to investigate the relationships between country personality dimensions and consumer behavioural intentions, and to examine in detail the perceived personality of a stimulus-country. A convenience sample of 130 individuals from Brazil was surveyed and 115 usable questionnaires were analyzed. Portugal was chosen as the country for scrutiny and the questionnaire was delivered in Portuguese. Country personality was measured using the 24 items of personality traits six dimensions scale of d’Astous & Boujbel (2007). The research findings suggest that consumers ascribe personality characteristics to countries. All the items show high factorial weights, and in the proposed model the percentage of the variance of the intention to recommend explained by the perceived country personality dimensions equals around 23%. Assiduousness showed a positive significant influence on intention to recommend, whereas wickedness showed a significant negative influence. The findings suggest differences from the comparable earlier studies. Practical and theoretical implications are discussed. Complementarily, and as suggested by the personality traits frequency analysis, Portugal is seen as a traditionalist country.

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Is familiarity a moderator of brand/country alliances in consumer choice?

Author(s): Tori Kristensen,Gorm Gabrielsen,Eugene D. Jaffe / Language(s): English Issue: 2/2014

Product and brand familiarity have an important role in consumer choice behaviour and they have been equated with knowledge and experience Consumers having high and low familiarity utilized brand information (an extrinsic cue) in their evaluations, whereas moderately familiar consumers used intrinsic cues (product attributes) in evaluating products. The question of whether familiarity moderates the country-of-origin (COO) effect is a valid one. In this present paper, we attempt to provide additional evidence as to how familiarity with products, brands and countries moderates consumer evaluation of brand/country alliances. Specifically, we concentrate on the brand leveraging process identified by Keller (2003) applied to the effect of familiarity on country/brand alliances.

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Brand management proces u bosanskohercegovačkim kompanijama

Author(s): Lordan Iličić,Darijo Jerković,Ibrahim Obhođaš / Language(s): Bosnian Issue: 7/2016

Brand management is one of the key processes within a company. Managing a successful brand means constant market research, development of positioning and evolution strategy, or even rebranding. This article has a goal to research brand management concept adoption in BH companies, which had developed corporate, trade or product brand(s). Also, goal is to research the differences between theoretical brand management concept and actual situation within BH companies, as well as to uncover the reasons of differences between theory and practice. Research shows that the brand management in BH companies is still in its early stages, and we could say it’s still in beginning stage. Only few domestic companies have adopted modern brand management approach. Research shows that main reason for non-existing modern brand management practice is not lack of theoretical knowledge of brand managers itself. Main problem is still non-separated ownership and managing function within companies, which has dominant influence to final approval of brand management plans.

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ИНТЕРАКТИВНОСТТА КАТО ОСНОВЕН ФАКТОР, ФОРМИРАЩ ПОВЕДЕНИЕТО НА ИНТЕРНЕТ ПОТРЕБИТЕЛИТЕ. РОЛЯТА НА ИНТЕРНЕТ МОТИВИТЕ В ИНТЕРАКТИВНИЯ РЕКЛАМЕН МОДЕЛ

Author(s): Dinka Zlateva / Language(s): Bulgarian Issue: 2/2005

Internet has settled into the people’s world. Its determination as media for mass communication has become a precondition for the explosive development of the online advertising. From the point of view of advertising the main advantage of new media is the interactivity, the opportunity to provide an easy and quick relation between consumers and advertisers. The interactive communication helps both clients and companies to contact with each other directly without time or distance limitations. On the other hand the interactivity allows individuals to control the communication process as they can decide what kind of information they want to view, how long and in what order it will be presented. That has required the model for interactive advertising influence to be rationalized and to be differentiated by the character of consumer’s motives and preferences.

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ВЛИЯНИЕТО НА ТЪРГОВСКИТЕ МАРКИ ВЪРХУ ПРОЦЕСА НА ПЛАНИРАНЕ, ОРГАНИЗИРАНЕ И УПРАВЛЕНИЕ НА СВОБОДНОТО ВРЕМЕ ОТ ПОТРЕБИТЕЛИТЕ

Author(s): Elitsa Ostreva / Language(s): Bulgarian Issue: 1/2006

After a company has decided what would be the products it wants to offer and develop, the managers should think of the programs for stimulating the consumers’ interest, and those include defining and elaborating a company’s marketing plan about promoting the products offered on the market by the firm. The process of communication between the producer and the consumer, as well as the convincing the purchaser in the qualities of a given product can be obtained by effectively using the power of the trade marks and their usage when defining the consumers’ preferences for a product. Telecommunications sector is a field in which the image of the company and the perceptions as well as the factors influencing the process of taking decisions by consumers are of significant importance. Telecommunications are main factor in the process of developing a society. The access to information and communications will exert influence on the perceptions of each person, on the image that a company wants to build and to present in public, even on the integration of people in different areas of their professional and personal life. Each aspect of the business and economic life is influenced and is determined by communications and telecommunications seen as processes of exchanging of information, needed for the everyday activity of any person and firm. This report reveals, first, the strategic significance of telecommunications in the economic of a country, and on the other side- the methods of managing and presenting the trade marks of the communication operators on the market with regard to the influencing and manipulating the consumers’ choice when is realized the communication between the people in their free time, as well as the influence of trade marks when people are planning, organizing and managing their free time as a whole.

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УБЕЖДАВАЩАТА ПУБЛИЧНОСТ В PR И СВОБОДНОТО ВРЕМЕ

Author(s): Rumyana Modeva / Language(s): Bulgarian Issue: 1/2006

The object of the research in the article is media which have attitude to the proposals and examples for organization of the leisure time to the consumers of their messages. In this meaning are analyzed popular fashion and show programmes which represent the interest of the audience and have strong impact to the model of behavior and organization of leisure time. The results from the sociological research are shown through the answers of the interviewed persons.

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КОРПОРАТИВНА КУЛТУРА И УБЕЖДАВАЩА КОМУНИКАЦИЯ В ПР НА КОМПАНИИТЕ

Author(s): Rumyana Modeva / Language(s): Bulgarian Issue: 2/2006

The basis of the article is the data for development of the world economy and contemporary facts which concerning the global advance of the corporative organizations of the international markets. The aim of the contents is introduction of the basic rules which characterize persuasive communication of PR communication for keeping and development of the consumer’s interest in the dynamic of the globalization.

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КАК КОМУНИКИРАМЕ? ВИДОВИ РАЗЛИЧИЯ НА УБЕЖДАВАЩОТО ВЪЗДЕЙСТВИЕ В PR

Author(s): Rumyana Modeva / Language(s): Bulgarian Issue: 1/2007

“Public relations” is a science which saves in its methodic direct communication and something more- develop of theory for its elaborating. Close to pedagogic, physiology, science for the theater, rhetoric, business’s communication, etc. - Public relations take from them these active methods which assist persuasive communication in the direct contact with the public. Persuasive communication in PR is a meaning and contents of this science which realize its aims on the basic of the direct influence to the attitudes of the society in the context of their determinate interests.

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ПРЕДПОСТАВКИ ЗА ОСЪЩЕСТВЯВАНЕ НА МАРКЕТИНГОВАТА ОРИЕНТАЦИЯ НА ФИРМАТА

Author(s): Evgeni Genchev / Language(s): Bulgarian Issue: 2/2009

The subject of marketing orientation has been of interest to researchers for several years. This article contributes to that body of literature by investigating the antecedents of marketing orientation of firms in Bulgaria. The main purpose of the paper is to analyze data from 24 wine processing firms to assess the relationships of some precondition to marketing orientation as: management emphasis on marketing orientation, centralization, interdepartmental connectedness and strategic flexibility with the level of marketing orientation. Both top management emphasis on marketing orientation and interdepartmental connectedness were identified as significant positive predictors of a marketing orientation. The relationship between the centralization and strategic flexibility to marketing orientation were identified as non-significant.

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Influence of macroeconomic indices on European private labels

Author(s): Eloy Gil Cordero,Francisco Javier Rondan Cataluña,Manuel Rey Moreno / Language(s): English Issue: 6/2016

In this study, we have analysed the impact and evolution of some of the most important macroeconomic indices on market share and value of private labels. The originality of this paper is the linkage of macroeconomic variables of European countries and the evolution of private labels in these nations. This relationship may show the development of commercial distribution with regard to macroeconomic indices. A sample of 13 European countries and a period of 14 years have been collected, including data of private brands and macroeconomic indices. Panel Data analysis has been applied using SAS software. The percentage of female unemployment negatively affects the volume and value of private label, unlike male unemployment, which affects them positively. The GDP influences positively and slightly both the volume and the value of store brands. In addition, the fact that the percentage of urban population has a positive influence on the value of private brands but not on their volume is noteworthy. Last but not least, only the estimation of value of private label in Spain shows a significant positive increase in following years. Eight countries of the sample indicate the opposite trend.

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Анализ на брандинг стратегии. Добри практики

Author(s): Boryana Gosheva / Language(s): Bulgarian Issue: 1/2013

In "Analysis of branding strategies. Good Practices" Boryana Gosheva focus on tourism as a key element of the image of a country data report in September 2012.

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Аналіз динаміки ринків маркетингових сервісів в аспекті антикризового стратегічного управління

Author(s): Natalya Ivanova / Language(s): Ukrainian Issue: 12/2016

The aim of the study is to determine the basic modern marketing services according to the dynamics data of the media market of Ukraine. Thus, marketing services are considered as tools that provide crisis management in strategic business development perspective. Scientific and practical significance of the study lies in the results of trend analysis of the dynamics of the media market of Ukraine and its components, the results of which led to the conclusion about the importance of Internet advertising as a modern marketing tool in terms of anti-crisis policy. The study predicted the values of the obtained volumes and market share of Internet advertising in the media market structure in Ukraine for the next period.

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