Brand experience has attracted a lot of attention in the Marketing practice. With consumers seeking not only functional benefits of a brand but also emotional experiences, brand experience theory attempts to provide answers on how brand experience can be measured and how it effects consumer...

In the centre of attention of Recovery Plan of the EU for period 2010-14 are, so called, “smart investments” which, during long-term, should ensure higher growth and sustainable prosperity. "Smart investments" mean investments in research and development (R&D) and investments in education...

This paper analyzes the importance of the elasticity of managerial decisions in different territories on the example of Coca-Cola Hellenic Group (CCH Group). Suspension of managerial decisions is an important part of the product life cycle. Previous studies have indicated the price elasticity...

We present a survey design that generalizes static conjoint experiments to elicit inter-temporal adoption decisions for durable goods. We show that consumers' utility and discount functions in a dynamic discrete choice model are jointly identified using data generated by this specific design. In...

Much debate exists around the impact that illegal file sharing may have on the creative industries. Similarly, opinions differ regarding whether the producers of artistic works should be forced to accept any weakening of intellectual property rights resulting from illegal file sharing, or if...

The purpose of this paper is to show peculiarities of traditional and experiential marketing and describe why experiential marketing is better way to understand consumer behaviour. Comparative analysis shows the main characteristics of traditional and experiential marketing. Traditional...

This paper aims to analyze the perception organizations identify the usefulness of internships and level of employability of graduates as part of a strategy for sustainable development both universities and the business environment. The goal of this study is to analyze companies on the Romanian...

The aim of this study is to introduce the meaning of quality and to show how customers recognize the quality what companies offer. Quality – and recently ethics, too – are main points during shopping and consumption therefore they should be considered while creating the right marketing mix...

In Romania, small and medium-sized enterprises manifest a certain interest in marketing activities, resulted in the existence of a specific marketing structure in half of them, as attests a survey done on a sample of 140 organizations. This research, focused on understanding the promotional...

Die vorliegende Studie untersucht, welche Komponenten der Dienstleistungsqualität einen Einfluss auf die Zufriedenheit und Verhaltensabsichten von Mitgliedern in deutschen Reitvereinen haben. Für diese Untersuchung wird ein Strukturgleichungsmodell aufgestellt und das Partial Least...