Purpose The purpose of this paper is to examine FaceReader as a tool to compare the olfactory preferences of two selected countries. This paper examines the olfactory preferences of customers in the bakery department of a grocery store in the Slovak and the Spanish market....

In the ever-evolving marketing landscape, influencers play a pivotal role in shaping brand perception and expanding social network followings. This study, grounded in Social Network Theory, examines the impact of influencers on brand social network growth during new product launch events....

This study examines the association between export promotion programs (EPPs) and export knowledge, commitment, and management perception, examining their relationship with export strategy, competitiveness, and performance, especially for firms in international markets. Using data collected from...

This research explores the transformative impact of Artificial Intelligence (AI) on marketing education. The study emphasizes the necessity for marketing students to acquire skills that enable them to effectively utilize AI throughout the marketing management process. By synthesizing insights...

The pharmaceutical market performs a key function of providing the population with medicines, where marketing is the driving force behind meeting the needs for quality healthcare and requires innovative approaches. The research relevance is determined by technological innovations, alongside the...

Businesses embrace a tremendous shift towards service-dominant logic in order to achieve and sustain advantage. To expand its influence, marketing needs to take on a service lens as well. The customer-centric approach tries to position value generation with processes that al-low customers to...