Encouraging the consumption of fresh food products, with a reduced degree of processing and processing, represents one of the sustainable global targets found both at the level of the 2030 Agenda for Sustainable Development and within the European directives and strategy, components of the...

In the context of changing consumption trends of the population, diversifying the ways of marketing agro-food products becomes a priority for the needs, preferences and satisfaction of consumers. The present study aims to identify some of the alternative methods, found in the specialized...

This special issue follows our conference, which was held in October 2021 and attended by beer historians and sociologists from the U.S., Europe and Australia. By taking beer as a lens to approach questions of knowledge transfer and circulation, we seek to refine our historical understanding of...

The automotive trade is one of the main drivers of world economies, contributing to the sustainability and competitiveness of countries at a global level. The luxury sub-segment is the one facing the most significant growth and the one which presents the greatest challenges in the...

Artificial Intelligence (AI) has revolutionized marketing domain, driving rapid digital transformation by enhancing processes, accelerating growth, and transforming the business landscape. Despite the growing attention towards artificial intelligence review studies, there remains a dearth of...

Unternehmen aus verschiedenen Branchen wie Gaming, Reisen und Einzelhandel erkunden derzeit, welche Marketingpotenziale das Metaverse bietet. Es besteht jedoch noch große Unsicherheit über effektive Strategien in dieser neuen "Welt". Da die Forschung noch am Anfang steht, möchten wir zu einem...

Research on agility in marketing has been shaped by a great number of articles published in recent decades. My research contributes to the literature by examining the basis of different intellectual frameworks and by identifying relevant references, authors, topics, and journals for the matter....

This paper aims to determine how using sexualised images in advertisements influences the attention and preference of consumers with a modern attitude towards gender stereotypes. This research used a methodological approach based on eye tracking of the perception of advertising images - an...

Within the internal research plan of the Research Institute for Agrarian Economy and Rural Development, runs the project entitled "Marketing studies for sustainable agri-food products and consumption behavior analysis, in the European Strategy from farm to Fork objectives context". This paper...

A francia Balmain divatház a 2018-as őszi kampányát három új modell, Shudu, Margot és Zhi szereplésével mutatta be online és offline egyaránt (Guthrie, 2020). A divatiparban teljesen szokványos megoldás, hogy egy márka az új kollekcióját dedikáltan az adott promóciós...

Magyarország lakosságának 89%-a, közel 8,55 millió egyén használja rendszeresen az internetet, amely több mint hétmillió Facebook és hárommillió Instagram felhasználót jelentett 2023-ban. Emiatt az influenszermarketing egy rendkívül aktuális és innovatív téma, amely...

Theoretically anchored in the Resource Based View of the firm, this study investigates the effect that customer involvement has on innovation outcomes. Our results, based on structural equation modeling of survey data from 296 Hungarian firms, show that involving customers does not lead directly...

Financial literacy is crucial in navigating complexities of personal finance, enabling individuals to make informed decisions about budgeting, saving, investing, and borrowing. Financially more literate individuals are better equipped to withstand economic uncertainties, achieve their financial...

"Grüne Wirtschaft" beschreibt ein Konzept, bei dem die unterschiedlichen Akteure der Wirtschaft ihre Spielräume nutzen, um den Erwartungen im Hinblick auf die Nachhaltigkeitsziele der Vereinten Nationen. Bei der Umsetzung sind die Akteure auf institutioneller und personeller Ebene ausschlaggebend.

There is a lack of consensus on what the international product adaptation (IPA) concept involves, and only a partial understanding of its outcomes. Our analysis of the IPA-performance link uncovers, for the first time, the multidimensional nature of IPA. We show how the operational approaches...

A fogyasztói trendek jelentős hatást gyakorolnak a kávépiacra, a kávékultúrára. Az élmények és az egészséges életmód,vés ezek összhangja egyre fontosabb az online felületeken is, amely új kihívások elé állítja a gyártókat és forgalmazókat. Jelen kutatás célja, hogy...

The marketing literature has examined extensively consumer preferences between global and local brands. However, there remains a dearth of research on the topic in the context of vulnerable consumers with insecure self-identities. Children largely embody insecure identities and, thus, there are...

Marketing strategies should target entire commercial areas, not just individual stores. This study highlights the data collected from stamp rally events as cross-sectional consumer behavior data. Although stamp rally data have been analyzed as tabular data, this approach should capture the...

Based on the analysis of the current state of international markets, the article reveals the main problematic issues of creating an effective strategy for companies to enter them. The criteria and approaches to the segmentation of international markets are also disclosed. Priority directions for...

MSMEs have contributed to employment and economic growth. There are many challenges faced by MSMEs in the era of Industrial Revolution 4.0, including the use of digital marketing innovation and strategic orientation to achieve firm performance. In this research, the aim is to analyze the...

Manuscript Type: Research Article Research Aims: This study aims to examine the effect of marketing capability and relational capital on innovation performance with market orientation as a mediating variable in Indonesian SMEs. Design/methodology/approach: The research employs a quantitative...

Background/Purpose: In an increasingly competitive educational landscape, the school principal's role has expanded beyond instructional leadership to include strategic marketing responsibilities. Yet the role of marketing in school leadership remains underexplored. Our objective was to...