A significant element in the development of a country's competitiveness is building and strengthening its image in domestic and international markets. According to what described above, the nation branding allow a place in the markets and minds of people. As a new area of interest in the study...

The soaring rates of dietary-related diseases have increased the need for interventions in consumers’ healthy eating behaviour. The two main avenues followed so far have focused on either making consumers change their food choices or improving the nutrition content of food products. Both...

Shoppers make up their mind about a product in about the time it takes to read this sentence. (Jack Neff , 2007). In the first 3-7 seconds after a shopper encounters a product on a store shelf, the marketers have the best chance of converting a browser into a buyer by appealing to their senses,...

In the era of Post Modern Marketing the market is getting bombarded with products of numerous features & every marketer wants to find a place in the customer’s heart. Gone are the days when the tangible aspect of product attribute could influence the mind of the customer. The marketer find it...

The case requires students to choose a positioning, communication and distribution strategy for Yue Sai, L’Oréal’s troubled Chinese luxury brand, by analyzing extensive information about the Chinese cosmetic market and the history of the brand. The case illustrates the challenges that even...

The paper investigates the relationship between the implementation of integrated marketing communications and market brand performance in the field of OTC products and food supplements that are available in pharmacy stores in Slovenia without a prescription. In addition to providing a general...

In this study, an attempt is made to explore the impact of selected marketing mix elements in the creation and sustenance on brand equity. The outcome of the study can provide meaningful insights into how marketing efforts can be channeled to build brand equity. Three brands - Nike shoes, Nokia...

Objective – Brand equity and green marketing are becoming increasingly relevant to brand competition. Brand equity and green marketing of a product are able to influence a customer’s purchasing decision. This study aims to test the relationship between brand equity, green marketing, and the...

The objective is to examine affective and attitudinal consumer responses to audiovisual (i.e., short videos) verses text-only messages in brand communication. Via experimental findings with an adult sample and two brands (Apple and Audi), we find that integrating audiovisual content in email to...