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Marketing (Beograd. 1991)
ISSN 0354-3471 · Srpsko udruženje za marketing · 545 artikel di indeks
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Artikel Jurnal Teks lengkap
Perceived service quality and student satisfaction in higher education: A SERVQUAL-based study
The paper investigates the relationship between service quality and student satisfaction in higher education by using the SERVQUAL model. Data was collected from the students at Serbian universities. In order to investigate the influence of students’ expectations, perceptions, and the gap between…
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The impact of the synergistic effect of traditional and modern direct marketing media on consumers' purchase intentions for branded products
In the contemporary marketing environment, companies increasingly combine traditional and digital communication channels in order to achieve a greater impact on consumer behavior. In this context, the concept of media synergy is of particular importance, implying that the combined use of multiple…
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Theoretical framework of nightlife economy and practical implications for stakeholders and destination development
Paper examines theoretical aspects of the nightlife economy, and the complex nature of the impact that nightlife creates on the destination economy and image, as well as on the stakeholder's management, including local residents. Although COVID-19 significantly slowed the nightlife industry, the…
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Conservatism, tradition, and uncertainty avoidance as determinants of domestic tourist destination choice in the Balkans: The moderating role of tourist ethnocentrism
The primary aim of this study is to examine the influence of conservatism, tradition, and uncertainty avoidance (a Hofstede cultural dimension) on the choice of domestic tourist destinations, while also exploring the moderating role of tourist ethnocentrism. Empirical research was conducted in…
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The impact of influencer characteristics on brand attitude and purchase intention: The mediating effect of consumer attitudes
Consumers, as social beings, are susceptible to influences from their environment, among which reference groups play a significant role. The development of the internet and social media has led to changes in consumer behavior patterns, with influencers emerging as key actors in shaping consumer…
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Challenges of integrating ESG principles and artificial intelligence in sales management
Sales management is at a crossroads, facing a dual pressure: the demand for digital efficiency and the imperative of corporate responsibility. This paper explores the complex transition from traditional sales models to digital controlling, analyzing how the principles of sustainability…
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AI-driven personalisation in social media marketing: Opportunities and ethical challenges
The integration of artificial intelligence (AI) in social media marketing has enabled new frontiers of personalisation, allowing brands to tailor content, advertising, and user experiences in real time based on behavioural, demographic, and psychographic data. This study synthesizes recent research…
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The effects of innovations on consumer satisfaction and loyalty
In today’s market conditions, innovations are essential for maintaining competitive advantage and ensuring longterm business sustainability. It enables brands to differentiate themselves and respond to complex consumer needs. However, its impact on consumer behavior, particularly on satisfaction…
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From attendance motives to satisfaction drivers: Extending the push-pull framework in academic conferences
Academic conferences play a key role in knowledge dissemination, professional development, and international collaboration. While prior research has extensively examined motivational factors influencing conference attendance, crossnational evidence on how these motivations translate into…
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Implications of the application of artificial intelligence in advertising on brand authenticity perception and consumer loyalty
The rapid development of artificial intelligence and its comprehensive application in the contemporary business environment have led to significant changes in the way brands communicate with consumers. However, although the use of generative artificial intelligence in creating promotional campaigns…
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Consumers' experience as the basis for ecologically responsible trade in the region of former Yugoslavia
Devastating information about the pollution of the environment sounds the alarm, telling us that nowadays all market subjects are obliged to act in a socially responsible way more than ever. As consumers' experience is often a decisive factor of consumers' behaviour, and socially responsible…
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Digital marketing and online freelancing: Assessing the competence and inclusion potential for persons with physical disabilities in Serbia, Croatia, and Montenegro
Digital marketing and online freelancing offer important opportunities for expanding labor market inclusion of persons with disabilities (PWDs), particularly through flexible, remote work arrangements. However, the existing literature lacks research on the experiences of PWDs in digital marketing…
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Gastronomy as a catalyst for destination branding and sustainable tourism: Insights from rural Serbia and Italy
Gastronomy plays a crucial role in shaping cultural identity and enhancing tourism, as travelers increasingly seek authentic culinary experiences that connect them to their destinations. The study conducted among 407 tourists in Radda in Chianti, Tuscany, Italy investigates how tourists'…
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Analysis of online loyalty assumptions in the hotel industry
Customer relationship management (CRM) is still one of the most important processes in modern tourism business. By applying CRM in online business through various digital media, added value is provided, satisfaction levels increase, which indirectly leads to an increase in e-loyalty of service…
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The impact of television advertisement exposure on consumer purchasing behavior: A case study of NIVEA's campaign
This study examines the impact of television advertisement exposure on consumer purchasing behavior, focusing on NIVEA's campaigns as a case study. Television advertising has a significant impact on consumer perceptions, fosters brand loyalty, and influences purchasing decisions. However, its…
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Electronic commerce patterns in Europe: Cluster analysis of online shopping intensity
Electronic shopping represents a key segment of the digital economy, changing consumer habits and becoming a significant driver of economic development. The development of digital technologies and increased connectivity have contributed to the rapid growth of electronic commerce, but its intensity…
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Determinants of the growth of advertising agencies in the Republic of Serbia
The subject of the research is the growth of advertising agencies in the Republic of Serbia in the period from 2007 to 2023. The paper aims to identify factors that significantly impact the growth of advertising agencies. Growth was analyzed based on the change in sales revenue between two…
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Stress in paradise: Empirical evidence on emotional exhaustion of holiday representatives
This study examines the relationship between role stress, emotional exhaustion, well-being, and job satisfaction among holiday representatives, a critical but under-researched segment of employees in the tourism industry. Using quantitative data collected during the peak summer season, the study…
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The influence of brand value dimensions on consumer loyalty among young adults: Evidence from Sri Lanka's high-tech market
Consumer loyalty in high-tech markets is challenged by rapid technological change and shifting consumer expectations. Although Consumer Perceived Value (CPV) research exists across various industries, studies on high-tech brand value perceptions in emerging economies, such as Sri Lanka, are…
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Customer segment model with the purchase recency, frequency and monetary amount
This paper utilizes customer transaction data to segment customers based on their purchase recency, frequency, and monetary amount. By employing an empirical approach, a stochastic model is proposed to predict customer segmentation into categories such as new, active, potential, and lost. The model…