The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...

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...

Contemporary business environment, characterized mainly by many, frequent and strong changes, creates new challenges that companies must face. Marketing, one of business functions that is among those most exposed to the market, is therefore forced to conduct changes in its own concept. Because...

The article deals with the essence of lateral marketing, its comparison with traditional (vertical) one and revealing similarities and differences between the two concepts. Besides, the author of the article analyzes the main shortcomings of lateral marketing and specifies their validity.

Nowadays, social marketing practices represent an important part of people’s lives. Consumers’ understanding of the need for change has become the top priority for social organizations worldwide. As a result, the number of social marketing programs has increased, making people reflect more...

The paper presents strategies of value proposition on the Internet. Author has distinguished and described strategies of efficiency, free values, complete customer solutions, unique values and value co-creation. These strategies are different from traditional strategies of value proposition,...

The need for a more sustainable lifestyle is a key focus for several countries. Using a questionnaire survey conducted in Hungary, this paper examines how culture influences environmentally conscious behaviour. Having investigated the direct impact of Hofstede's cultural dimensions on...

Environmental issues have gained importance in business as well as in public life throughout the world. So in this scenario of global concern, corporate houses has taken green-marketing as a part of their strategy to promote products by employing environmental claims either about their...

Previous research on sustainability and health-related product labels has sought to develop segmentation frameworks based on consumers' self-reports. However, consumers are likely to overstate the effect that these labels have on their purchasing behavior. Moreover, existing consumer...