Marketinške paradigme
Bruno Grbac, Marketinške paradigme: stvaranje i razmjena vrijednosti, 2010, Ekonomski fakultet Sveučilišta u Rijeci i Promarket iz Rijeke, 279
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Bruno Grbac, Marketinške paradigme: stvaranje i razmjena vrijednosti, 2010, Ekonomski fakultet Sveučilišta u Rijeci i Promarket iz Rijeke, 279
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Nowadays children are highly influenced by advertising messages, most notably for their naivety towards the outside world, the absence of critical attitude and non-possession of appropriate information about the advertised product. The aim of this study is to examine the impact of audio-visual and print advertising in the creation of materialistic values and conflicts of parents with younger and older elementary school children. The sample consists of 338 pupils from primary schools in Belgrade and 158 parents of children included in the study. A survey with multiple choice questions and the Likert scale has been applied. It has been partially confirmed that the exposure to an advertising message inevitably leads to a conflict between the child and a parent (primarily due to the increased number of requests for children who would like to possess the previously advertised products). The results also show that exposure to the advertising message causes a child to frequently request parents to purchase desired products (which is important for the determination of the degree of child depression facing the lack of buying the desired product). Finally, advertising aimed at the youngest ones stimulates and increases the materialistic values in children. The above-mentioned negative effects of advertising to children can be minimized by better legal framework, intensive monitoring and control of commercials, greater responsibility of the media and the introduction of media literacy into the educational process.
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This paper examines the effect of satisfaction with firms’ products and services on their capital investment policies. Using data from the American Customer Satisfaction Index from 1994 to 2013, the results of the regression models show that firms with higher customer satisfaction will invest more heavily in capital expenditures in the future. The results further show that this positive effect is more pronounced for firms with less growth opportunities or a high cost of capital. This would include those firms with low market-to-book ratios, young and small firms, or firms in more competitive industries. Overall, this study argues that customer satisfaction is an important factor affecting the firm’s investment policy. The findings provide a better understanding of the role of customer satisfaction which can generate growth opportunities, reduce cost and motivate a firm to invest more in capital.
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Many researchers report that American Customer Satisfaction Index relates significantly and positively to firm value. The purpose of this paper is to examine whether such relation holds in the emerging markets such as Korea. Our preliminary OLS analysis reports that Korean customer satisfaction is irrelevant to firm value. Quantile regressions, applied for further analysis, report that customer satisfaction can be detrimental to firm value if the firm is enjoying the higher kind of value. These results undermine efforts, on the theoretical level, to establish Customer Satisfaction Index as a consolidated firm-value indicator; furthermore, managerial efforts to boost up firm value by managing customer satisfaction lose ground in the emerging markets.This study also corroborates Reinartz and Kumar’s (2002) marketing insight that to satisfy customers, make them loyal, is trivial for profitability and firm value in Korea perspective.The practical implication of our finding is that the relation between customer satisfaction and firm value becomes more ambiguous, especially when it is considered in the emerging market contexts. It also provides management with a fresh new insight that they should take prudence when they increase expenses on customer satisfaction since it turned out to be not a “panacea”.
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The purpose of this article is to define the concept of digital shadow economy and identify its determinants and channels from consumers’ position. In order to fulfil the defined purpose, the method of snowball sampling was employed. The results of the research revealed that consumers interpret digital shadow economy as an illegal operation in the Internet space, which generates illegal money flows for commodity/service providers or purchasers, and deprives legal traders/service providers from the revenue that could be officially accounted, calculated and declared. E-shops, social networks and websites are the channels, most commonly engaged for acquisition of goods/services in digital space; the categories of goods/services acquired by these channels include clothing and footwear, trips and entertainment, cosmetics and perfume. Purification of the concept of digital shadow economy from consumers’ position allowed to define the concept of digital shadow economy, which is a significant contribution to the evolution of the theory of digital shadow economy, and can enable to develop an instrument for measuring the scopes of digital shadow economy in further research.
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This article presents a sensory approach in the domain of food communication, essentially the transposition of taste to the viewer. The speech in food advertising has established itself as a multisensory one maintained around the persuasion which is oriented toward pragmatic purposes. Indeed, semiotics, contributed greatly to express the taste as a sensation felt visually. In this context, advertising strategies have established a convincing and original arrangement for articulating the sensible to the intelligible viewer. The evocation of taste dimension remains the sensory and subjectal aspect of chocolate. Thus, advertisers are satisfied to surprise and exhibit by the subjectal way a staging of the universe in which one emerges when tasting chocolate. This advertising image full of meaning would be able to bring pleasure through a sensory experience of the intelligible and the communicative power of images. Finally, the gustatory communication is built through confrontations of objects sensitive qualities, and the interaction between the eater feeling and the viewer through a screen.
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Our paper aims at explaining what is digital storytelling and its particular methodology, and how its use in the organizational settings could influence the employer branding. For such purpose, the authors have conducted an exploratory research, where a group of participants has been asked to rate their interest in a company, after viewing solely the online commercial communication (website andFacebook account), while another group has viewed two digital stories produced by two employees of the company. The results of the analysis showed that participants had more positive words to describe the company after viewing the stories, but there were not differences in perception for those who were searching for a job and those who were not searching for the job when exposed solely to the web communication or digital stories.
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The article is devoted to theoretical grounding of personnel importance for the efficiency of trade fair-exhibition activity. Based on the analysis, generalization and systematization of scientific sources, the basic theoretical aspects of exhibitions involving personnel qualification and review personal sales as an important, specific marketing tools are highlighted.
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Purpose – The paper analyzes push and pull motivations of senior travelers who have experienced externally imposed travel restrictions earlier in life.Design/Methodology/Approach – This study is designed to measure push and pull factors of senior travelers, together with positive and negative effects among the respondents who have experienced travel restrictions in their past. The exploration of lingering effects from previous travel restrictions is based on the comparison of findings with prior studies, conducted in environments that did not include the contextual factor of previous travel restrictions. In order to enable the comparison, a selected study is followed by using similar methodological and analytical approaches (e.g. survey sample and methods of analysis). This kind of analysis allowed discovering differences in findings that can be attributed to the lingering effects of past restrictions on travel and that still influence motivations of current senior travelers. The survey was conducted in Lithuania, a country with a memory of historical restrictions on traveling,rather typical of many countries of Eastern Europe and several others in other parts of the world.Findings and implications – The study found that the lingering effects of past restrictions on travel influences current motivations of senior travelers; thus, their motivations differ from those of senior travelers coming from the countries in which there were no travel restrictions in the past. Specifically, the differences include increased importance of travel cost and of personal ego enhancement, and lower sensitivity to comfort.Limitations – Although the study is based on a sample drawn from one country (Lithuania), the findings may be extended to other countries of Central and Eastern Europe sharing similar historical conditions, especially in terms of travel restrictions in the past.Originality – The study investigates the unique contextual factor of travel restrictions in travel motivations analysis, and shows the specificity of motivational effects in the countries which experienced past travel restrictions.
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In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated. Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience product category. Moreover, by answering the research question, the contribution to the field emerges in integrating both marketing theory and neuroscience in order to analyze and evaluate consumer behavior.
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Purpose – The present study examines the factors that have an impact on "customer satisfaction" in the context of private utility companies. The main purpose of the study is accomplished through the development and the empirical testing of a conceptual frame-work (research model). The proposed framework includes six dimensions (research factors): (a) tangibles, (b) reliability,(c) responsiveness, (d) assurance, (e) empathy, and (f) customer satisfaction.Design/methodology/approach – The present study adopted the SERVQUAL approach (model), only after analytically testing its suitability for use within the investigated area. In that direction, the focus group methodology was used. Finally, the proposed con-ceptual framework was tested on a random sample of gas consumers residing in the area of Thessaloniki, Greece. The final sample consisted of 437 adult consumers. The reliability and the validity of the questionnaire were thoroughly examined. Empirical data were analysed using the “Structural Equation Modelling” (SEM) technique. The present study is empirical, explanatory, deductive and, mainly, quantitative.Findings – Empirical results indicate that "reliability" has the highest impact on "customer satisfaction", while "empathy" has no impact at all. More specifically, the impact of "reliability" on "customer satisfaction" is indirect, mediated through three other di-mensions of the conceptual framework (namely, "tangibles", "responsiveness" and "empathy").Research limitations/implications – A limitation stemming from the implemented methodology is the use of self-reported scales for the measurement of the six research factors. Moreover, the paper lacks a longitudinal approach. Finally, the empirical research (survey) is focused on one organisation and, therefore, offers relatively limited generalizability.Originality/value – Very few studies have utilised the SERVQUAL approach in the context of an explanatory research. This approach offers a unique understanding of the relationship that exist between its five dimensions (factors) (tangibles, reliability, responsiveness, assurance, empathy). Such an approach has very rarely been attempted in the relevant literature.
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The intensifying competition forces organizations to search for various measures which could help in persuading consumer to buy a product. Consequently, the attention to customer attraction is growing enormously. One of marketing measures used for this purpose is sales promotion. However, many measures of this marketing tool used by the companies do not attract consumers and end in failure. The article is aimed to determine customer preferences for benefits provided by sales promotion at shopping centres in Lithuania. Based on the results of questionnaire research the main conclusion is that customers of shopping centres in Lithuania are mainly driven by the utilitarian benefits of sales promotion, and are not affected by hedonic ones.
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The article examines colour (sight) marketing as one of the element of sensory marketing highlighting the importance of its perception and use in marketing decisions. Theoretical studies reveal that seeking to influence consumer behaviour, colour is used in setting linkages with characteristics of the product, as well as defining product packaging, advertising, point of sale, and brand communication.
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For many decades the notion of representative sample has established itself in Bulgarian specialized literature, being used mainly to refer to the random sample, and in recent years in research there is increasingly used the term "justification" of the "representative" sample.The study is carried out in two areas. The first is connected with the argumentation of the proposition that the concepts of representative sample and random sample are not interchangeable, since they are based on different logic and are not identical in terms of content, whereas the second is connected with the argumentation against an assertion that has gained popularity, according to which each "representative" sample must have its size calculated using a certain formula in order for it to be regarded as "justified".
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In recent years, one of the markets that emerged from customer demands and needs in the tourism sector and can be considered new for tourism businesses is halal tourism market.Many hotel businesses that are aware of the growth of the Halal tourism market and want to get a share from this market conduct actions on the halal tourism market.Halal hotel businesses can get a share in the tourism market as much as they want, but only through effective marketing activities.In this context, collaborative marketing is one of the applications that should be take advantage by halal hotel business.The aim of this study is to discuss the functionality of collaborative marketing as a market expansion strategy between halal hotel businesses.In this conceptual research, tried to put forward practical areas that marketing collaboration among halal hotel businesses could create.As a result of the research, it has been determined that marketing collaborations among halal hotel businesses may be functional in terms of creating a common marketing program, creating a joint marketing budget, reducing marketing costs, implementing learning programs, establishing a halal control mechanism and establishing a common reservation system.
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The aim of this paper is to estimate the banking profitability determinants of the Czech commercial banks during the period 2004-2014. For estimation of banking profitability we used three common measures, namely the Return on Assets, Return on Equity and Net Interest Margin. We estimated twelve determinants of banking performance. The effect of the determinants of banking profitability is estimated using panel data analysis. The data set is consists of seventeen commercial banks in the Czech Republic. The results show that the profitability was positively influenced by the bank’s size, capitalization, credit risk, level of concentration, ownership structure and bank’s market share. Number of branches of the bank had the negative impact on ROA and ROE. on the other hand, the variables Gross Domestic Product, interest rate, liquidity risk, riskiness of bank’s portfolio and affiliation with financial conglomerate have not got the significant influence on profitability of the Czech commercial banks.
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The concept of marketing audit is currently highly discussed. The main purpose of this paper is to support implementation of marketing audit in activity of companies. The importance and using of marketing audit is growing and companies realize its importance for their future growth and success. The paper deals with marketing audit and the importance of valued information which can contribute to the detection of opportunities and threats in the market. Through this paper we would like to bring into focus the broad and different aspects of marketing audit that can help an organization to understand the internal as well as external environment thus effectively analyzing its strategies and their implementation. Marketing audit is the most important step in the development of the marketing Plan. Marketing audit has an essential contribution to the future success of the business. Depending on the results of marketing audit is drafted the plan and marketing strategy that will be applied later. Final goal of marketing audit is elaborating a strategy in accordance with the company's real problems.
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Managing a design process focuses on demonstrating how strategy and design-driven innovation can be made to achieve final product – a project – compatible and coherent with total business strategy. Management of this process explores how design can be used to identification of the presence and experience of an organization, and in doing so, influence how the organization and its brand are expressed and perceived. This article presents literature review and shows the new conception of design management and reason behind their importance in modern business today. The review article is based on a theoretical background.
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The paper deals with the matters concerning the marketing function management within an organization, concentrating on unconventional promotional instrument- ambient marketing. After putting into scrutiny the very idea and main features of ambient marketing, the research results concerning activity and views of Polish organizations in this field are presented and commented. Finally, the author defines the scale, objectives and perception of efficiency of ambient campaigns in Poland. This is the research article.
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The thesis is devoted to the rationalization of methodical approaches for provision of branding of retail trade enterprises. The article considers the features of brand perception by retail consumers and clarifies the specifics of customer reviews of stores for the procedures accompanying brand management. It is proved that besides traditional communication mix, the most important tool of communicative influence on buyers is the store itself as a place for comfortable shopping. The shop should have a stimulating effect on all five human senses, including sight, smell, hearing, touch, and taste, which shall help maximize consumer integration into the buying process.
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