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The economic and social changes occurring in the former socialist and communist countries of Central and Eastern Europe point to the need for more intensive consumer-based market research. This paper… (More)
A number of studies have investigated the impact of celebrity endorsers on consumers’ attitudes towards brands and on their purchase intentions. Despite the existence of extensive marketing… (More)
Purpose – The purpose of this paper is to examine the quality of the banking services in a rather neglected context, i.e. quality of banking services that target the student population. The goals… (More)
The aim of the chapter is to present current stage of the country image research in the emerging markets context and provide the overview of the objectives and findings. First, we present the… (More)
Purpose This paper aims to further enhance the understanding of elements relevant to creating affection for a country’s identity, culture and values. Design/methodology/approach… (More)
Purpose The purpose of this paper is to explore the current role of competition as one of the neglected aspects of museum marketing management. It also aims to discover whether museum… (More)