The theory and empirical research have revealed that the consumer behavior is influenced not only by the consumer personalities and motivations [52], but also by the influences coming from the external environment of each person, regardless of its age. In the case of children’spurchasing...

“Kids today are customers, buyers, spenders, shoppers, consumers’’ [1]mainly because there isn't any field or market that didn't had direct or indirect contact with children. The role of children in the family and in society has changed. Nowadays they are more involved in the consumer...

Positioning is a very important marketing concept. Its importance was strongly emphasized and implemented in the case of companies, but is somehow neglected when it comes to states. A country acquires a position in the mind of a person very much like any other product does, which is very...

Positioning is one of the most powerful marketing concepts. At the beginning, the meaning of positioning was rather limited, focusing on the concept of reputation. Then it became ”the place a brand occupies in the mind of its target audience”. Under this meaning , many companies have...