Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In order to succeed in such buzz campaigns, this research...

Consumers' attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers' attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil...

This article investigates the problem of Polish and South Korean Millennials' consumer behaviour on the e-commerce market. There were arguments about whether Generation Y members as Digital Natives are rather a coherent or diversified cohort of consumers. They were raised in the culturally...

The purpose of this study is to test whether the influence of satisfaction and reputation on repurchase intention varies among analytic and holistic thinkers. We employed an individual level approach to measure cross-cultural differences regarding thinking style and other variables. We made a...

One of the natural stages of development of the enterprise is the desire to expand its business abroad. Globalization, global trade integration, technology development, the emergence of political, economic, customs unions, the existence of international courts of arbitration, the emergence of...

The study objective was to examine the role of marketing strategies on export performance of fresh produce firms in Kenya. A major stream of research has considered marketing strategy and performance within the context of a domestic economy. A census survey was carried out among all the 100...

Prior research points out the emerging phenomenon of consumer resistance in terms of resistance towards the marketing discipline. At the same time, extant literature suggests the increasing importance of authenticity in marketing.This study investigates the research question whether and by which...

In this article we test the relationship between indicators of acculturation (language, media, self-identifi cation, religion, food and clothing) and nostalgia. It checks empirically, on a sample of 201, the existence of a signifi cant effect between our independent variables and our dependent...

The purpose of this study is to identify the social, epistemic and conditional values associated with automobiles and to examine their impact on customer satisfaction and brand loyalty. A sample size of 198 respondents was chosen from various locations near Jeddah in Saudi Arabia using...

Continuous innovations of smartphone attributes and increasing product usage call for better understanding of the attributes that matter most to customers. This study employs Kano's model for classifying smartphone attributes into various categories and examines the influence of those attributes...