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ISSN 0353-4790 · Faculty of Economics & Business, Zagreb, CROMAR (Croatian Union of Marketing Associations) · 349 artikel di indeks
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Artikel Jurnal
Emotional Advertising and Brand Loyalty: Exploring Brand Recall as a Mediator
Purpose – The objective of this study is to determine the impact of emotional advertising (EA) on brand loyalty (BL) with the mediating impact of brand recall (BR). Based on the Affective Response Theory and the Attention, Interest, Desire, and Action (AIDA) model, the study examines consumer…
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Design and Reconceptualization of the Visual Brand Identity Framework
Purpose – The aim of the paper is to redefine and conceptualize the essence and connections of visual brand identity through a new perspective. It begins with a critical examination of current visual brand identity theories, identifying and addressing their inconsistencies. Based on the collected…
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The Impact of Consumer Animosity on Purchase Intentions: a Moderated Mediation Model from Turkey (During the Ongoing Palestine-Israel Conflict)
Purpose – This study investigates the effect of consumer animosity on purchase intentions for Israeli-affiliated products in the context of the ongoing Israeli-Palestinian conflict, drawing on a sample from Turkey. It further examines the mediating role of boycott motivation and the moderating role…
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From Possessions to Purpose: How Materialism Shapes Youth Minimalist Consumption
Purpose – This study examines how distinct dimensions of materialism shape minimalist consumption orientations among the young. Specifically, it investigates how materialism centrality, happiness, and success relate to three dimensions of consumer minimalism—limited possessions, sparse aesthetics…
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Turning Waste Into Fashion: Demographic and Psychological Drivers of Recycled Apparel Purchase Intention in Croatia
Purpose – This paper examines demographic (generation, gender) and psychological (sustainability knowledge, environmentalism, disgust sensitivity) drivers of purchase intention for apparel made from recycled plastic. Design/Methodology/Approach – A cross-sectional online survey was conducted among…
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Do Customers Behave Differently After Joining a Paid Loyalty Program? Evidence from a Longitudinal Within-Customer Analysis in Czech E-Commerce
Purpose – While traditional loyalty programs are well-established in marketing, paid loyalty programs are gaining prominence across global e-commerce markets. This raises the question of whether paying members of such programs exhibit distinct purchasing patterns compared to their pre-enrolment…
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Augmented Reality Marketing: A Bibliometric and Thematic Literature Review
Purpose - This literature review analyzes augmented reality in marketing from 2022 to 2024, identifying trends, research gaps, and key studies through a bibliometric approach. Design/Methodology/Approach - To address gaps in the literature, 171 scientific articles related to augmented reality…
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The Role of Time Pressure and Machiavellian Personality in the Effect of ChatGPT Service Quality on Intention to Use ChatGPT
Purpose – The purpose of this research study is to determine the impact of the quality of ChatGPT, an artificial intelligence-supported application, on the intention to use ChatGPT, time pressure, and Machiavellian personality traits. Design/Methodology/Approach – To collect the data for the study…
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The Moderating Role of Price Sensitivity and the Mediating Role of Switching Costs in the Mobile Operator Switching Behavior of University Students in Turkey
Purpose – The aim of this research study is to assess the effects of service quality and satisfaction on intentions of university students to switch operators, as well as the moderating function of price sensitivity in these effects. Furthermore, the influence of switching costs as a mediator…
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The Impact of Talent Management on Brand Advocacy: The Mediating Role of Internal Branding
Purpose – This study examines the impact of internal branding and talent management practices on employees’ brand advocacy, as well as the mediating role of internal branding. Design/Methodology/Approach – A judgmental sampling method was employed, with data collected from 414 employees across…
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The Rapid Rise of CGI Advertising: Bringing the Impossible to Life
Purpose – The purpose of this study is to analyze consumer comments on Computer-Generated Imagery (CGI) advertisements for Maybelline and L'Oreal Paris brands using sentiment analysis. The aim is to identify the reactions of consumers to these innovative advertising formats and the general trends…
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Sustainability Communication in the Global Beauty Industry: The Overview of Persuasive Appeals
Purpose – The main aim of the paper is to analyze the possibilities of positioning sustainable development values within the marketing communication of the beauty industry by using persuasive appeals, specifically rational and emotional appeals. Design/Methodology/Approach – The paper utilized…
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The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception
Purpose – This study explores the consumer perceptions of iconic brands and influence of cultural congruence of TV show sponsorships on brand desire. It looks at moderating effects of cultural fandom and threat perceptions of iconic brands. Design/Methodology/Approach – Employing a 2x2…
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Digital vs. Traditional: Selected Views on Creating Optimal Marketing Communication Mix
Purpose – This study serves as the initial phase of a broader research project. Its aim is to examine age-specific consumer preferences as one of the fundamental starting points for understanding effective marketing communication—particularly from the perspective of the transition from traditional…
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The Impact of Environmental Awareness and Consumption Ethics on Proactive Environmental Behaviour: The Mediating Role of Political Position
Purpose – This paper examines how environmental awareness and consumption ethics influence proactive environmental behaviour, with the mediating role of individuals’ political positioning. Design/Methodology/Approach – Data were collected via a structured survey of 179 respondents and analysed…
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The Role of CEO Experience and Focus on Firm Performance
Purpose – This paper investigates how CEO characteristics, strategic focus, and willingness to cannibalize influence firm performance across various dimensions, including profitability, return on investment (ROI), revenue growth, and innovation. Design/Methodology/Approach – Data were collected…
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A Systematic Review of Museum Marketing Research: Key Insights and Future Research Directions
Purpose – The purpose of this paper is to examine the current state of knowledge in the field of museum marketing. More precisely, the paper is aimed at investigating: 1) the advancements in the field of museum marketing and 2) the museum visitor experience as a key related concept. It seeks to…
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The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing
Purpose – This research study examines the impact of atmospheric cues, such as content, design, and navigation, on impulsive buying behavior, focusing on the mediating roles of utilitarian and hedonic browsing. Design/Methodology/Approach – The study utilized a quantitative method approach…