В современной ситуации высокая степень схожести товаров и услуг различных производителей и индивидуализация запросов потребителей обусловливает...

Customer lifetime value (CLV) is an established relationship marketing-centric approach to evaluating performance: based upon the significance of a customer, and what resources should be allocated towards maintaining relations - beyond short-term transactional views. The conceptual argument...

The purpose of this paper is to identify the types of value that arise in the shopping context and the factors that determine it, as well as to present consumer attitudes towards the value generated by experiential marketing activities. The paper presents the results of five focus group...

Within the behavioral research in sales promotion, the product and brand usage is almost never taken into account by researchers, in spite of its relevance as a mediating variable between sales promotion and satisfaction or loyalty. This research, applied to clothing, aims at studying the direct...

The aim of this paper is to examine the effects of the consumers' expertise the quality experience on the consumers' expectations in case of different type of service guarantees. This study was carried out in the postal clients in the west part of Hungary and was based on one questionnaire. The...

In marketing literature, many studies focused on the effects of sensory stimulation on consumer perceptions and product evaluations. This paper investigates the role of sight and hearing, referring to art and, more precisely, to painting and music. The aim of the paper is to understand the...

Internet banking is one of the most upcoming phenomena which is helping banking sector's growth in India. With changing patterns of consumer behaviour and the increasing use of technology in the delivery of banking services in India, there is a need to understand consumers' perspective towards...

Рассматривается возможность использования социальной ответственности как маркетингового инструмента, предназначенного для выстраивания долгосрочных...

The consumers of today are impulse and cautious buyers at the same time. This study basically comprehends the concept of non-linearity towards the consumer purchase behavior for either high or low involvement of products. The research was interesting to note the consumption patterns of different...