"Eye tracking" the Method and Psychology of Consumer Behaviour on the Market

Author(s): Wioletta Wereda / Language(s): English / Issue: 111/2016

Niniejsza publikacja przedstawia rolę, jaką odgrywa nowoczesna metoda "Eye tracking" w psychologii zachowań konsumenta na rynku. Metoda ta jest szczególnie wykorzystywana w medycynie i psychologii. W ostatnich latach znalazła ona również szerokie zastosowanie w naukach ekonomicznych, szczególnie w marketingu.(abstrakt oryginalny) This publication presents the role which the modern method called "Eye tracking" plays in the psychology of consumer behaviour on the market. This method is particularly used in medicine and psychology. In recent years, it has been also widely used in economic sciences, especially in marketing.(original abstract)

"PROJEKT LADY" TELEVISION REALITY SHOW AS A TOOL FOR RESAPING PERSONAL BRANDING

Author(s): Jerzy Goluchowski,Irena Kaminska-Radomska,Anna Losa-Jonczyk / Language(s): English / Issue: 1/2/2016

Creating a personal brand is an important tool for professional development and success in life. The practical and research problem is the selection of the most effective methods of creating a personal brand. The aim of the article is an analysis of the innovative use of the reality show (The "Project Lady" in Polish Television TVN) as a method of shaping the personal brand using gamification. The paper deals with review of the process and the transformation of the personal image and with results of this program.

"YouTube" як найпотужніший інструмент просування музичних відеокліпів

Author(s): Nikita Bogdanov / Language(s): Ukrainian / Issue: 2/2017

Purpose of the work. The purpose of the work is to identify possible methods for using Social Media Marketing and the YouTube channel to promote video production. The research methodology consists in the use of functional, systemic, comparative and media analysis to consider the YouTube channel as a quality content for the promotion of video production. The scientific novelty of the work lies in the disclosure of the main provisions for the promotion of video products (music videos) on the channel "YouTube". For the first time, the methods of promoting video production in "YouTube" are considered, in the context of the development of Internet technologies. Conclusions. "YouTube" belongs to the most popular hosting, where you can rank and promote national video products for little money. Also, the video format is considered an important component in the work of marketers. Videos fully demonstrate the various characteristics of the product or create valuable educational or cultural and artistic content. Therefore, producers and marketers are constantly increasing the volume of financing the production of advertising videos and video clips in order to interest potential buyers. At the same time, there is a risk of copyright infringement in the network, so the problem of legislative regulation of the protection of the rights of modern music performers and popularization of their video production is still relevant.

(Para)literacki wymiar reklamy

Author(s): Magdalena Lachman / Language(s): Polish / Issue: 3/2016

The impulse to write this article came with the recognition that among the various ways to define and characterize advertising the ones which emphasize – either intentionally or unintentionally – the variously understood (para)literary nature of the phenomenon occupy a prominent position. The belief that advertising can be regarded as a variety or specific manifestations of literature reveals itself on various occasions and in a wide variety of sources (not necessarily oriented towards literary studies): in academic research, literary criticism, essay and column writing, journalism and popular publications. The author does not seek to determine whether and under what conditions advertising complies with the requirements of a literary work, but rather adopts a reconstructive attitude and looks for an answer to the question, due to what properties and factors advertising is sometimes viewed in literary (or, more broadly, artistic) terms, and what arguments are used in support of this thesis, as well as what results from this type of beliefs for literary art itself, its condition, cultural rank and status quo.

(Zlo)upotreba žene u reklamama

Author(s): Ana Marija Dunjic / Language(s): Serbian / Issue: 15/2010

Advertising as a powerful means of influence on customer’s behavior has great potential of understanding of gender in one’s society. Mostly based on gender stereotypes, advertising uses archetypical patterns to sell advertised product, followed by more or less jokey statements. Even nowadays, when the emancipation of women has reached its full power, we can find commercials which represent women as housewives, in typical roles attached to household or family. We take these commercials for granted because we decode the message form our collective experience. The aim of this work is to show that through decades, starting from the early fifties when advertising has become a profession – gender stereotypes has maintained, even though less than they used to, and traditional understanding of women roles is society is still active, although not as dominant as it was.

13th International Congress on Public and Nonprofit Marketing

Author(s): Ana Pap,Jelena Franjkovic / Language(s): English / Issue: S/2015

2016 YILI İMDB’DE İLK 5’E GİREN FİLM AFİŞLERİNİN TİPOGRAFİK AÇIDAN İNCELENMESİ

Author(s): Birsen Çeken,Asuman Aypek Arslan,A. Çisem YAYÇILI ÖZEN / Language(s): Turkish / Issue: 10/2017

Posters are one of the advertising tools used to promote a product. Especially in the cinema sector, the tools used to attract viewer attention are rather limited. In this case, movie posters have a big task. Because audiences like a film poster that does not have an idea about the film and they might go for it. In such a case, we can think that the posters of the films which entered the first five in the internet movie database known as IMDB in 2016 are also the effects of the number of films watched. For this reason, these five most watched film posters have been examined in terms of typographic. Similarities and differences were sought according to film category in the typographies of the films encountered.

4th INTERNATIONAL CONFERENCE ON GOVERNANCE AND STRATEGIC MANAGEMENT "ICGSM"

The circular Economy. BFU. Burgas, 11 - 12 may 2017

Author(s): / Language(s): English / Publication Year: 2017

The conference proceedings “ 4th INTERNATIONAL CONFERENCE ON GOVERNANCE AND STRATEGIC MANAGEMENT “ICGSM” are a collection of the papers presented by the lecturers and PhD students – participants in the 4-th International Conference on Governance and Strategic Management (ICGSM).

A benefit-based approach for increasing the effectiveness of promotions

Author(s): Marusya Ivanova / Language(s): English / Issue: 2/2012

The purpose of this paper is to reveal some insights for increasing the effectiveness of promotions. To achieve this purpose, first, the existence of multiple customer benefits of promotions is proved. It is empirically validated that promotions deliver three utilitarian (monetary savings, higher quality and shopping convenience) and two hedonic (variety and pleasure) benefits to the customers. Second, a structural equation model is estimated to measure the relative contribution of these benefits on the customers’ overall evaluation of promotions. The research suggests that in order to increase their effectiveness, promotions must be framed by focusing not only on their primary benefits but also on all other benefits with a significant contribution to customers’ attitudes towards promotions. Finally, a benefit-based segmentation is conducted. Four market clusters are identified (none-benefit, allbenefit, utilitarian-benefit and hedonic-benefit customer segments). Further, these clusters are profiled using demographic and psychographic variables.

A Comparison to National and Local Retailers With Respect to Service Quality Dimensions

Author(s): Yusuf Arslan,Emre Yildirim / Language(s): English / Issue: 4/2016

The purpose of the study is to assess the consumers’ perceived service quality levels towards national and local retailers. To reach this aim, four main hypotheses were tested. A questionnaire was formed to collect the data needed to test the hypotheses. The questionnaire was carried out to the 211 consumers who have shopped both from local and national FMCG (Fast Moving Consumer Goods) selling retailers. Convenience sampling methods was used in the study, picking voluntary costumers from either kind of retailers. The results indicate that, perceived service quality levels for national and local retailers are significantly different for Physical Aspects and Problem Solving dimensions. The results for Customer Interest and Personal Interaction dimensions were insignificant. Thus, according to the results, two hypotheses of the study were supported while two of them rejected.

A Comprehensive Review on the Issue of Trust

Author(s): Volkan Yuncu,Yusuf Karaca / Language(s): English / Issue: 3/2017

In pursuit of a great many corporate crises and financial scandals undermining the public’s trust in organizations, which are referred as black swan events in literature, trust in an organization has become staggeringly pivotal to entrench legitimacy and corporate reputation within the environment that organization subsists since legitimacy and corporate reputation are correlated with a variety of covetable business outcomes. Hence, within the scope of this research, in which an extensive theoretical review was conducted largely in management and marketing literature, trust as a relational and social construct is discussed systematically in a way that clarifies the way trust is conceptually embraced. Moreover, the role of trust in building corporate reputation and trust in the context of internet were also discussed.

A CONSTRUCTIVE AND RESPONSIBLE APPROACH TOWARDS „OUT-OF-HOME“ MEDIA

Author(s): Martin Köteleš,Alena Kusá / Language(s): English / Issue: 1/2016

The paper deals with the topic of external offline media which are referred to as „Out Of Home“ media – also known under the abbreviation OOH. It briefly defines the key areas of OOH nowadays and explains particular approaches to be applied when creating visual advertising. The conclusion focuses on our new view of the approach towards these media so as an advertiser has a simple key how to use particular advertising space in the most effective way. Its main target is to enhance communication effectivity for target audience. The paper also highlights some of the main mistakes the promoters often make and recommend the approaches how to avoid them.

A Finnország-márka – Az arculatépítés és az oktatás –

Author(s): Attila Gál / Language(s): Hungarian / Issue: 3/2012

In our study we offer an insight into the brand-building processes being pursued in Finland and examine how we can trace the international reputation of Finland’s education system in today’s developing “Finland-brand”. Our study is based on the internationally accepted nation-branding theories (Simon Anholt, Peter van Ham). We will introduce discourses that connect with the results obtained by Finnish students in PISA measurements on the basis of our former studies. In this beginning stage of our examination, we concentrate on electronic documentation and press ‘appearances’ of this Finnish nation-branding. It may be stated that besides values connected to the welfare state and highlighting economic successes, the reputation of Finland’s education system, which has a prominent place on the international stage, is also an integral part of the development of the “Finland-brand”.

A Focus on Far Eastern Tourists – Tour Operator Selection Criteria

Author(s): Ayse Çelik / Language(s): English / Issue: 1/2014

Tour operators are becoming more important in the long haul destination market. Identifying tour operator selection criteria is crucial to orientate marketing strategies. The aim of the study was to determine the tour operation selection criteria of a package holiday maker visiting Turkey from the Far East according to the nationality. Data was drawn up and analyzed from tourists who came from three of these countries namely: Japan, South Korea, and China between February and April 2013 in Cappadocia. Quantitative methodology employing One-way ANOVA analysis was used. Deduction was made by analysing the tour operator selection criteria data that nationality was not a meaningful differentiation for a tourist in their assessment of the “Service Quality’” and “Opportunity to interact with other people’” items referred to in the survey questionnaire. Other items from the resulting data gave meaningful differences in crosscultural behaviour. Results from the study provide important cues for tour operator managers to consider developing different promotional strategy initiatives to engage and attract more Japanese, South Korean, and Chinese tourists to Turkey.

A Framework to Support Coalition Formation in the Fourth Party Logistics Supply Chain Coalition

Author(s): Anna Tatarczak / Language(s): English / Issue: 338/2018

The growing diversity of programmes concerning the solutions associated with the fourth party supply chain operations, the increasing pressure to optimise all resources and capabilities, as well as the continually increasing integration of different types of technologies are the driving force in the establishment of fourth party logistics supply chain coalition. Choosing the most rational and practical cost allocation mechanism in the fourth party logistics supply chain coalition, with the aim of reducing the overall operating costs, is the main condition ensuring companies’ motivation to participate in collaboration. This paper addresses the concepts from the game theory combined with multi criteria problems in order to introduce a realisable profit distribution mechanism, with the potential to establish practical collaborations among companies. The aim is to achieve the best conditions for collaboration. Case studies are used to demonstrate the utility of the framework. // Operator logistyczny 4PL (Fourth Party Logistics Provider) oferuje nowe i innowacyjne rozwiązania, mające na celu obniżenie kosztów, udostępnienie usług i usprawnienia w zarządzaniu złożonymi łańcuchami dostaw. Celem artykułu jest przedstawienie najlepszych warunków do współpracy między wyspecjalizowanymi podmiotami zajmującymi się zarządzaniem łańcuchem dostaw – operatorami 4PL. Rozważania dotyczące czynników wpływających na tworzenie koalicji przez operatorów 4PL, a także konkluzje z zakresu trwałości współpracy stały się podstawą do zaprojektowania dwustopniowej procedury, zbudowanej w oparciu o pojęcia z teorii gier. Celem przedstawionej procedury jest wybór metody alokacji kosztów/zysków przez koalicjantów. Analizy przeprowadzono na podstawie danych pochodzących z literatury.

A managerial perspective on international marketing research

Author(s): Constantin Sasu / Language(s): English / Issue: Spec/2011

Marketing research is the primary mechanism through which companies understand their current, as well as potential, customers. As companies contemplate the global marketplace, they must consider how domestic market research differs when conducted in international markets. Designing a specific research methodology is the way to achieve this aim. This article discuss the context for international market research and provide a framework for conducting international market research projects. Additionally, there will be presented several factors that should be considered by marketers who engage in global market research studies. Particular attention is paid to the nuances related to primary data collection, measurement issues and questionnaire construction.

A Methodology for Analysis of the Female Universe in Electoral Spots

Author(s): Luciana Panke / Language(s): English / Issue: 12/2017

This paper aims to provide a typology proposal for the analysis of female candidates’ advertisement spots. The methodology is based on the results of a study about women candidates’ electoral campaigns for Latin America countries’ Government. It is clear that female candidates are placed into predetermined patterns. We can also verify that the female universe presented in the videos reflects similar stereotypes in all of the studied countries.

A Metropolitantól Bilbaóig

Author(s): Réka Nagy / Language(s): Hungarian / Issue: 08/2012

The aim of the article is to present the strategies which help museums or other cultural institutions like galleries to get to be known. Museums are establishments which were funded and sustained by the government. This has changed with the political alterations, and they are forced to attain their own funds, mostly by sponsorship and projects for attracting visitors. How can they do that? Is there a need for people specialized in Arts or Cultural Management and PR? Here you will find some examples for museums and galleries which gained recognition by introducing new strategies, and changed their view of propagating their work and their whole existence by becoming a place where it is trendy to go.

A model for establishing and developing relationships with visitors of the Kopački rit Nature Park based on mobile technologies

Author(s): Branimir Dukic,Stojanka Dukic,Biserka Vištica / Language(s): English / Issue: S/2015

Kopački rit as a nature park is a great tourist attractor in northeastern Croatia. Its flora and fauna used to attract people for economic reasons, whereas today people mostly visit it for educational and tourism purposes. Visitor loyalty is increasingly important in tourism development today. One-time visitors cannot be the basis of tourist demand. Such guests often visit a particular destination motivated by global political trends, and not by the need to visit the destination itself. For example, the increased number of guests in Croatia in the past few years is a result of political events in Greece and North Africa. Once the political situation in their primary choice is stabilised, such guests will be lost. Therefore, among many guests of Kopački rit one must recognise those, for whom it was their primary destination, and establish a relationship with them. To achieve a targeted tourist offer, the Nature Park must implement relationship marketing by means of Customer Relationship Management (CRM). The aim of this research is to explore and define an optimum model of the CRM system that would offer a long-term solution to the problem of customer relationship development with visitors to Kopački rit. The research will be carried out deductively, and the methods used to realize the research aim are to be systematic analysis, causal reasoning, descriptive modelling, and logical experiment. The result is a framework model of a marketing database and a descriptive conceptual model of the CRM system for Kopački rit, both of which will use the potentials of mobile and information and communication technologies.

A model of website quality-based e-commerce satisfaction index

Author(s): Lina Pileliene,Viktorija Grigaliunaite / Language(s): English / Issue: 1/2016

In the contemporary highly competitive e-business market, organization’s success depends on satisfaction and loyalty of its customers. Whereas the differentiation of the determinants and their impact on customer satisfaction in different countries exists, the research aims at developing a model of website quality-based e-commerce customer satisfaction index. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, quantitative research and the analysis of the research results by means of principle component analysis, structural equation modelling using partial least squares path modelling methodology, and Importance-Performance matrix are applied. As a research result, the model of website quality-based e-commerce customer satisfaction index is elaborated. Latter model indicates the factors, which are worth investments in order to gain customer satisfaction and loyalty. As a result, not profitable investments might be avoided, which could contribute to the growing competitiveness of e-business