Today, organizations must adapt to the new realities of the environment in which they operate, and their efforts must be increasingly more oriented towards identifying the factors that influence consumer behavior, in particular economic, social and psychological aspects. When consumers are...

Brands are an integral part of today’s marketplace. The area of brand equity has received significant research attention in recent years. The fields of brand and innovation management are strongly interrelated. Innovation plays a significant role in establishing brand equity. Strong brands are...

Social media has gained an increasingly important role in consumer life. Building a permanent social network presence and interacting through online communication have become a very popular and inevitable sphere of modern society. Social networks represent a great platform for gradual emergence...

This paper reports on a market segmentation of eco-oriented wood furniture consumers. An Engel-Blackwell-Kollat (EBK) model of purchase decisions was combined with conjoint analysis to gather individual characteristics on information search, purchase assessment and choice. The eco-oriented...

The psycho-sensorial value is a specific, complex and determinant concept of the food products that is reflected by means of psycho-sensorial properties such as: shape, size, aspect, colour, taste, smell, fragrance, bouquet, density, clarity. The assessment of these properties by the consumers...

This paper aims to analyze the correlations between the components of brand loyalty – brand repurchase intention and brand recommend intention – and consumer purchase involvement, which is reflected by the degree to which consumers seek information about different brands and compare them...

“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...

The purpose of this paper is to highlight the reasons that lead marketers to give greater importance to children, how to explain this increased potential that children have on the existing market and strategies that marketers and companies use in order to reach this market. To this end we...

Consumer behavior is a fascinating but difficult subject to research. This statement is particularly relevant in the tourism field, where the decision to purchase by a consumer is of emotional significance. The consumption of tourism products is dependent on discretionary time and income. Thus,...