Corporate identity, which has been in the middle of interest of practice for almost 40 years, is still a very important instrument in the field of Marketing and Management despite the currently unfavourable economic situation. Although consumers are checking prices the further the more, brand...

The corporate design belongs along with the corporate communication and the corporate behavior to the set of instruments of the corporate identity. Through the corporate design the company introduces itself to the environment. The components of the corporate design are the logotype/brand, the...

In the hard competitive environment are the teaching institutions standing before a task quickly react to the changing conditions and to the needs of the society. With the ongoing interconnection of the Slovak education system with the European education space the traditional model of the...

Each purchase decision is most likely to be a risky decision. Woodside and DeLozier (1976) proposed that consumer purchase-related behaviors correspond to the perceived level of risk in the purchase. Therefore, understanding consumer’s perceived purchase risk is paramount for marketers...

The paper analyses how value co-creation processes can influence the generation of dynamic capabilities and the retention of industrial customers. The authors explore its influence with the support of Social Exchange Theory, Resource-Based View and Service-Dominant Logic. The methodology applied...

This study analyses the spatial distribution of retail. Thus, following a review of the concept and analysis of this type of trade, it focus on the potential relationship between rurality and resilience of retail stores. For this purpose, a rurality index is constructed and through a statistical...

В данной статье рассмотрен ребрендинг, как одна из стратегий маркетинга. Проанализированы теоретические составляющие и примеры, на основе которых автор...

This study investigates advertising effectiveness of creative TV advertisements (Ads) for high involvement products. The majority of such studies have been conducted using low involvement products. There is a need to conduct a research to find out the effectiveness of creative advertisements for...

This paper aimed at identifying the effects of atmosphere on the consumer purchase intention in international retail chain outlets of Karachi, Pakistan. This was the first study, which investigated the collective impact of atmospheric variables at one point in time on purchase intention. This...

The success of a company in today’s high level of competition requires the company to gain trust of consumers. Customer satisfaction and loyalty are crucial in order for a company to gain competitive advantages. Similarly, in the attempt to gain competitive advantages, providers of mobile...