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OPTIMIZATION OF MEDIA PLANNING VARIABLES FOR TELEVISION BASED ON THE ADVERTISER’S INDUSTRY

Pedro Reinares-Lara, Josefa D. Martín-Santana, Eva Reinares-Lara

The market research institutes that measure the impact of advertising campaigns aggregate their results according to different criteria in order to provide clients with a normative Framework or framework of reference. In addition to the volume of advertising investment, one of the most common criteria is the industry or product category, due to its influence on effectiveness measures. The academic literature has likewise underscored the need to take into account a product category when assessing advertising effectiveness (Vakratsas & Ambler, 1999). The concepts of industry and product category have drawn attention from researchers because of their usefulness in defining business strategies. For example, the interest in dividing markets into subgroups based on industries and product categories is grounded in the possibility of conducting a more comprehensive and accurate analysis of the competition and competitive advantages.
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UNDERSTANDING COSMOPOLITAN CONSUMERS’ REPEAT PURCHASING IN THE eMARKETPLACE: CONTRIBUTION FROM A BRAND ORIENTATION THEORETICAL PERSPECTIVE

Christian Nedu Osakwe, Henry Boateng, Simona Popa, Miloslava Chovancová, Pedro Soto-Acosta

Brands, branding, brand management, brand orientation and their related terms have received substantial attention from marketing scholars and practitioners (Peng, Chen, & Wen, 2014). This could probably be due to their strategic importance to organizations (Urde, Baumgarth, & Merrilees, 2013). Consumers on the other hand have also come to embrace the concept, as it helps them in their purchasing decisions by offering them signals for improved efficiency in information processing and for selecting products (Kotler & Pfoertsch, 2007; Shi & Chow, 2015; Zablah, Brown, & Donthu, 2010).
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MEDIA PORTRAYALS OF REGIONS IN THE CZECH REPUBLIC: SELECTED ISSUES

Jan Sucháček, Petr Seďa, Václav Friedrich, Jaroslav Koutský

Not surprisingly, 21st century is quite frequently referred to as the century of information. Informational needs currently represent such an important category that they are comparable with the saturation of physiological needs. Less attention is usually devoted to the territorial patterns of information.
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Linking Retail Service Quality, Satisfaction and Perceived Value to Customer Behavioral Intentions: Evidence from Serbia

Tamara Rajic Tamara, Jaroslav Dado, Janka Taborecka-Petrovicova

In today’s highly competitive marketplace companies’ survival and growth call for building and maintaining a solid base of loyal customers. True loyalty has been shown to affect profitability, as loyal customers tend to buy more over time, are less sensitive to price, bring in new customers by spreading positive word-of-mouth and therefore lower company’s acquisition costs.
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Typology of Foreign Students Interested in Studying at Czech Universities

Marta Žambochová

The main motivation of our research was to analyze alternative ways of funding tertiary education. Primarily, we focused on the tuition fees payable by foreign students. The main research questions were: - Who (or what) influences the student in deciding whether to travel? - What is expected from a student studying abroad? - What the student feels could be an obstacle to studying abroad? - What is the basic amount for monthly living expenses while studying abroad, which the student is willing to accept?
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Antecedents and Outcomes of Perceived Service Value: Evidence from Slovenia

Aleksandra Pisnik Korda, Boris Snoj, Vesna Žabkar

The world economy is becoming intensely service-oriented. This trend is evidenced by the vast number of marketing research projects that focus on services [8]. Further, the downturn in today’s economic markets underscores the importance of perceived value for customers. Also, for firms operating in former socialist economies of Central Europe, some authors [25] pointed to evidence of a high degree of environmental turbulence, as demonstrated by rising unemployment levels, high inflation and fluctuating growth rates.
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