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Management & Marketing
ISSN 1841-2416 · Universitaria Publishing House Craiova · 906 artikel di indeks
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STRATEGIC MANAGEMENT OF CLUB IMAGE DURING PERFORMANCE DECLINE: THE ROLE OF HISTORICAL NARRATIVE “BEAUTIFICATION”
This study explores how sports clubs manage their public image during periods of declining performance by introducing the concept of historical narrative “beautification.” The research combines a conceptual framework with empirical data collected from 120 football fans to examine how this strategy…
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THE IMPORTANCE OF ETHICAL LEADERSHIP FOR THE ORGANISATION’S SUCCESS: STRATEGIES AND CHALLENGES
Ethical leadership is crucial to an organization’s success, influencing its performance through specific mechanisms such as trust and commitment. These mechanisms can be cultivated through professional development programs and initiatives designed to promote the organizational culture, as well as…
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A MODEL FOR ENTERPRISES’ ENVIRONMENTAL SCANNING
Today’s environment determines companies to use scanning activities in order to seize the opportunities and to avoid the threats. Individual factors and organizational factors influence the scanning behavior. The examination of the environment can be presented in a model based on environment…
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PERCEPTION OF BRAND EQUITY FROM THE PERSPECTIVE OF STAKEHOLDERS IN THE ABURRÁ VALLEY, APPLYING AAKER'S BEA MODEL AT THE UNIVERSITY INSTITUTION OF ENVIGADO
This article analyzes the perception of brand equity of the Institución Universitaria de Envigado (IUE) from the perspective of its stakeholders in the Valle de Aburrá, using the Brand Equity Audit (BEA) model proposed by Aaker. Employing a qualitative, descriptive, data was collected through…
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CHALLENGES OF MANAGEMENT DURING WARTIME: AN ANALYSIS OF A PERSONAL REFLECTIVE DIARY OF A NURSING DEPUTY DIRECTOR
This paper preseents findings of a study to identify challenges facing a nursing deputy director, recorded in a personal reflective diary during the 12-Day Israel-Iran War in 2025, during which nursing administration staff has played a critical role in managing this crisis. A deputy director of…
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TIME-SERIES ANALYSIS AND ARIMA-BASED FORECASTING OF AGRICULTURAL RAW MATERIAL IMPORTS IN CENTRAL AND EASTERN EUROPE
The paper analyzes the long-term dynamics and short-term forecasts of agricultural raw material imports in Central and Eastern European countries, with an emphasis on structural trends, regional convergence and the performance of ARIMA-type econometric models. The study employs annual data for the…
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RELATIONSHIP MODEL SATISFACTION, INVOLVEMENT, AND TURNOVERIN THE TOURISM SECTOR
The aim of this research is to strengthen the findings of relationship model between job involvement (JI), intrinsic job satisfaction (IJS), extrinsic job satisfaction (EJS), and turnover intention (TI). This study uses research setting in the tourism industry in Indonesia, with tour guides as…
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FLOW DIMENSIONS OF GEN Z INDIVIDUALS: HOW DO THEY RELATE TO ACTUAL BEHAVIOUR IN THE TIKTOK WORLD
In a constant developing digital era, marked by hyperconnectivity and informational abundance, the ability of Gen Z to concentrate and engage seems to be decreasing. However, TikTok, through its algorithms and social rewarding, remains the main favourite platform where individuals can consume and…
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L’ANALYSE DU DISCOURS DE LA RESPONSABILITE SOCIALE DE L’ENTREPRISE A TRAVERS LES RAPPORTS ANNUELS DE DEVELOPPEMENT DURABLE D’ ENTREPRISES FRANÇAISES DU CAC 40
Sous la pression des parties prenantes, le nombre de rapports de développement durable ne cesse d'augmenter. Jusqu'ici les méthodes d'analyse des informations qu'ils contiennent sont essentiellement comptables. L'enjeu de ces rapports va au-delà des indicateurs chiffrés fournis par exemple par la…
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GLOBAL CHANGES IN FINANCIAL MARKETING RESEARCH: A BIBLIOMETRIC ANALYSIS
The paper aims to examine and map the global literature about financial marketing. This analysis presents an overview of the key features of publications on financial marketing by using bibliometric analysis and science mapping. In addition to identifying the most productive authors, journals, and…
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MARKETING INTENSITY AND FINANCIAL PERFORMANCE OF LISTED INSURANCE COMPANIES: AN EX POST FACTO ANALYSIS
This study examines the relationship between marketing intensity and financial performance of listed insurance companies in Nigeria over a twelve-year period (2010–2021). Anchored on the resource-based view (RBV) theory, the market orientation theory, and Tobin’s q theory, the study employs an ex…
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KNOWLEDGE DOMAINS AND RESEARCH FRONTIERS IN EMPLOYER BRANDING: A BIBLIOMETRIC INVESTIGATION
The overriding aim of this study is to explore the patterns of thematic evolution, research gap, and the intellectual structure of employer branding using bibliometric techniques. The study utilises journal articles indexed in the Scopus database. The study employs publication metadata and analyses…
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GEO READINESS AUDIT AS A BRAND IMPERATIVE: RETHINKING DIGITAL VISIBILITY IN THE ERA OF AIMEDIATED CONSUMER DISCOVERY
This study examines how brands remain visible and discoverable as consumers shift toward AI-powered search tools, with a focus on the strategic implications of Generative Engine Optimization (GEO) for brand management. The growing adoption of large language models (LLMs) such as ChatGPT, Gemini…
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CUSTOMER EDUCATION IN DIGITAL MARKETING AGENCIES
Digital marketing agencies have gained a specific role in today's marketing communications landscape. They offer complex services, especially for other business clients. Customer education is an important part of the marketing strategy for knowledge-intensive business services such as those offered…
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UNIVERSITY PROFESSORS' PERSPECTIVES ON THE RAPID TECHNOLOGIZATION OF EDUCATION: A QUANTITATIVE RESEARCH ON THE HIGHER EDUCATION IN ROMANIA
The swift integration of digital technologies into higher education has reshaped pedagogical practices, demanding adaptive responses from educators. This research paper presents a quantitative study that investigated the perceptions of academic staff regarding the advantages and disadvantages of…
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ASSESSING CULTURAL TOURIST FLOWS: A COMPREHENSIVE METHODOLOGY FOR SUSTAINABLE DEVELOPMENT
Cultural and event tourism plays a key role in the global tourism industry, contributing significantly to national, regional, and cross-border development strategies. It attracts visitors interested in cultural heritage, artistic events, and local traditions, supporting the preservation and…
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INFLUENCING CONSUMERS’ PURCHASE INTENTIONS VIA INSTAGRAM: A SYSTEMATIC LITERATURE REVIEW
In an era dominated by digital connectivity, Instagram has become an important platform for shaping consumer behavior and influencing purchase intentions. This systematic literature review (SLR) synthesizes findings from 112 peer-reviewed studies, published between 2015 and 2025, to identify the…
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METAVERSE IN A MARKETING CONTEXT: A SYSTEMATIC LITERATURE REVIEW
In recent years, major brands have increasingly ventured into the metaverse, showcasing innovative digital offerings. Nike has notably launched .Swoosh and Nikeland within Roblox, while luxury brands like Louis Vuitton, Prada, Balenciaga, and Thom Browne. Given the rapid rise of this technology and…
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MITIGATING THE NEGATIVE EFFECTS OF CULTURAL AND EVENT TOURISM THROUGH COMMUNITY ENGAGEMENT AND SUSTAINABLE PRACTICES
Cultural and event tourism has significantly evolved throughout history, profoundly impacting local communities. From ancient festivals or ceremonies and religious pilgrimages to modern events, these activities have always been integral to human society. They stimulate local economies by increasing…
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GREEN MARKETING AND PRODUCT INNOVATIONIN INSURANCE: CASE STUDIES OF NIGERIANINSURERS
This study examines the integration of green marketing strategies and product innovation within the Nigerian insurance sector. Through a quantitative survey of 247 insurance professionals, the research explores how environmental sustainability initiatives influence product development, market…