Social networking sites (SNS) have been experiencing a growth boom in latter years, consequently drawing marketers’ attention as an important medium for meaningful interaction with the consumer. But achieving brand effectiveness on SNS begins with understanding users’ motivations for online...

Social networking sites (SNSs) are quickly becoming the main venues for social interaction of Internet users. As the competition between these online services is growing ever stronger, the success of SNSs derives from persuasive core application designs that influence users in taking specific...

Our interdisciplinary study examines the brand's perceived intentions and ability, as predictors of consumer behavior. In an attempt of answering a call for research in the branding area, we found out contradictory views, both of them based on strong arguments, including empirical results. Each...

Our interdisciplinary research examines consumer perceptions and behavioral tendencies generated by these perceptions. The study is placed in the context of online networking and it uses marketing, branding and psychology literature, especially the theory of warmth and competence from social...

Food consumption patterns are rapidly changing nowadays as a result of environmental issues, concern about the nutritional value of food and health issues. Issues such as quality and safety in food attract consumer interest in organic food that is free from pesticides and chemical residues...

This paper investigates what Economics of Long Tail is bringing to branding. Economics of Long Tale literature highlights new Web 2.0 business models that enables a greater degree in satisfying exactly what motivates consumers most: being treated as individuals not as masses; access to an...

Despite of the fact that word-of-mouth phenomenon gained unseen dimensions, only few studies have focused on its measurement and only three of them developed a word-of-mouth construct. Our study develops a bi-dimensional scale which assigns usual word-of-mouth mechanisms available in online...

The aim of this research paper is to analyze in what way Corporate Social Responsibility (CSR) is capable of enhancing corporate reputation. In the past companies often thought to business and society as being in opposition, but in these days external pressure for CSR continues to grow and...

The aim of this research paper is to develop a model for the integration of ethics and Corporate Social Responsibility (CSR) into the company strategy as a source of competitive advantages. CSR is an organization's obligation to consider the interests of their customers, employees, shareholders,...