The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Consumers recognize brands by building favorable attitude towards them and through the purchase decision process. Brand preference is understood as a measure of brand loyalty in which a consumer exercises his decision to choose a particular brand in presence of competing brands. This study aims...

In the paper the case of cross-border area of Gorizia in Italy and Nova Gorica, Šempeter-Vrtojba in Slovenia is studied in terms of the development of an integrated market of agricultural products and the supply of services and real assets. Market research includes the analysis of the capacity...

El presente trabajo tiene como objetico analyizar el nivel de conocimiento y las posibiltidades de mercado de los alimentos d Comercio Justo (CJ). Para ello se ha llevado a cabo un estudio exploratoria basado en 176 encuestas a consumidores de Murcia y Alicante, en las que se ha medido el nivel...

Social, cultural and demographic changes due to economic growth lead to changes on food production patterns. Increased instruction levels, strong urbanization and consequent depopulation of rural areas, increased number of working women, increased wealth of families, growth and differentiation...

The wine industry considered product quality as key to increasing competitiveness. However, when wines are perceived quality neutral, regardless of other existing differences, consumers will substitute one wine for another exposing producer to intense price competition. To differentiate wines, a...

Social, cultural and demographic changes due to economic growth lead to changes on food production patterns. Increased instruction levels, strong urbanization and consequent depopulation of rural areas, increased number of working women, increased wealth of families, growth and differentiation...

On average, respondents who give a positive answer to a binary free choice attitude question are NOT more likely, if surveyed again, to respond positively than to response negatively. However, stronger brands obtain more repeated positive answers. Our model shows why these two effects have to...

The study aims to examine brand management model in Iran's professional Football League (2011-2012) with emphasis on brand image. The study was descriptive-survey one. A sample of Iranian professional football league fans (N=911) responded 4 items questionnaire. A structural equation model (SEM)...