The increased popularity of social media has greatly affected the marketing-communications activities of companies. This study seeks to understand how influencers promoting products affect their followers’ purchasing intentions and attitudes towards endorsed products. Our main interest is to...

This paper presents the research findings of a toys brands sales promotions study conducted in Q4 (4th quarter) of years 2007 and 2009 (preand mid- crisis). The primary research objectives were to determine the impact of economic crisis determinants (such as lowered purchasing power, increased...

Marketers are under a thorough examination of the higher management to empirically prove the benefits of various investments into marketing activities. The effects of allocating resources to increase brand variables is commonly measured by determining the value of a brand or a brand equity....

Supply chain management knowledge has been dramatically growing in the past few years. The traditional concept of management with the aim to maximize profits and minimize cost of a company’s functions, is being replaced by the concept of supply chain management (SCM). The principal idea of a...