The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to lockdowns. This poses a question whether regional brands are even relevant for consumers and companies...

In the rural areas where there is an economic potential clearly defined by the agricultural or commercial activities, tourism is the business key within reach. Under the circumstances, the socio-economic reflex takes the form of developing projects for tourist services, especially in the places...

The measurement of loyalty is a topic of great interest for the marketing academic literature. The relation that loyalty has with the results of organizations has been tested by numerous studies and the search to retain profitable customers has become a maxim in firm management. Tourist...

Destination image influences the tourist decision-making process, and their intention to visit, revisit and recommend. Therefore, a positive destination image is considered one of the key destination success factors. Tourists will form the image according to their own or others' experiences and...

This study examines consumer attitudes toward products of multinational and domestic companies in the Balkan region. In four ex-Yugoslav countries, various variables (general consumption attitudes, personality traits, and demography) were compared and analyzed as determinants of consumer...

Food safety represents a current topic, with significant implications and diverse approaches within the specialized literature. In the context of globalization and integration of agricultural markets, the necessity of guaranteeing food safety is imperative for the functionality of contemporary...

The study objective was to examine the role of marketing strategies on export performance of fresh produce firms in Kenya. A major stream of research has considered marketing strategy and performance within the context of a domestic economy. A census survey was carried out among all the 100...

The COVID-19 pandemic has caused a significant worldwide decrease in the number of passengers using bus transport in recent years. This phenomenon was caused by travelers’ fears of this disease, and at the same time, people started working from home. The aim of the paper is to analyze the...

This paper investigates how marketing mix strategies' design affects customer value creation. The paper presents the results of empirical research conducted through a questionnaire that aims to show and determine which elements are key in choosing a bank, the extent to which branches and digital...