In this paper, bibliometric analysis is conducted on eco-innovation and internationalisation, since in the scientific literature, both research fields have been considered as being interrelated. Although the adoption of eco-innovation and internationalisation are risky processes, they reduce...

Purpose: The purpose of the article is to analyze Americanization patterns in Lithuania by exploring socio-economic and cultural factors and to determine the impact of Americanization on the level of globalization of the country and its economy. Design/ methodology: The research employs both...

Purpose: The purpose of the article is to analyze Americanization patterns in Lithuania by exploring socio-economic and cultural factors and to determine the impact of Americanization on the level of globalization of the country and its economy. Design/ methodology: The research employs both...

This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15-24. Due to technological developments, new media content consumption patterns have emerged. New...

While research on traditional media brands has increased in recent years, few studies examine news media brands and their brand strategies, particularly distinctive brand associations unrelated to media brand content and their impact on audience media brand choice and attention. Numerous studies...

Digitalization fundamentally brought new ways in how media distribute and audiences consume media content, transforming the existing media environment and bringing new competitors to media organizations. On one side, new platforms and technology companies give media ample opportunities to reach...

This paper outlines the importance and role of non-product-related brand attributes, e.g., user imagery and usage imagery, in local news media content consumption by a younger audience aged 15-24. Due to technological developments, new media content consumption patterns have emerged. New...

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and...

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...