Globalization has deeply turned the macroeconomic environment as well as the behaviour of organizations on the global market. Increasingly fierce competition on this market has contributed to the emergence and crystallization of the euro management which was called upon to respond to this...

This study tests the relationship between the product involvement (Pd. Inv) and purchase intention (PI) and the mediating role of Brand Attitude (BA) in the relationship between Product Involvement (Pd. Inv) and Purchase Intention (PI) by using a sample of 450 people. With reference to previous...

With the globalization, the information age has revealed a new understanding of doing business in which the competition is more intense. This new understanding has changed the customers' buying behavior and the factors affecting them. The power in the change relationship established between the...

The paper focuses on the effect of communication on the sales performance within CRM. The paper uses the hotel business as an example to evaluate if communication within Customer Relationship Management creates loyalty measured by the re-purchase behavior of existing hotel guests. The...

Worldwide importance of brands has acquired a new dimension and an increasing emphasis putted on the marketing strategies of branding has become an imperative of the company’s success. One of the possible ways how to develop branding strategies is the e-marketing usage. The basic problem of...

There is an increasing use of social media on a global scale and it has been causing organizations to restructure and adjust their marketing activities. The goal of achieving a sustainable competitive advantage makes it crucial to adapt to the ever-changing trends in the market. Social media...

Brand extensions refer to use an established brand name in new product or product categories and are extensively applied as a marketing strategy. Brand extension success factors vary according to cultures. Consumers’ attitude towards extensions is modified on the basis of their cognitional...

Pooling resources, knowledge and technologies is a necessity in the health sector, both private and public. Many hospitals do so through alliances with compatible establishments, which have been studied from the organizational perspective for many years. However, many alliances are reported to...

The survival of businesses in today's information age, is bound and adapt to the competitive conditions, internal and external environment. In this case, business sectors should take serious steps about performance management in order to achieve success. It is becoming necessity to measure of...