Aktuální články z marketingu a obchodu


ACCESSIBLE TOURISM FOR ALL – CURRENT STATE IN THE CZECH BUSINESS AND NON-BUSINESS ENVIRONMENT

Ivica Linderová, Petr Janeček

Tourism is a sector of remarkable economic importance. It is currently one of the most dynamically developing sectors of the economy. It provides huge opportunities for socio-economic development (Maráková, Dyr, & Wolak-Tuzimek, 2016). According to the World Tourism Organisation (UNWTO), the European tourism economy contributes about 5% (depending on its definition up to 11%) to the GDP of the European Union and provides between 8 and 24 million jobs (depending on the definition of the sector). Tourism development has numerous economic and socio-cultural impacts on the regional economy, entrepreneurship and local businesses.
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THE MODERATING INFLUENCE OF CONSUMER DEMOGRAPHICS ON THE RELATIONSHIP BETWEEN PERCEIVED CSR AND BRAND LOYALTY IN THE ROMANIAN RETAIL BANKING SECTOR

Ovidiu-Ioan Moisescu, Oana-Adriana Gică

The relationship between brand loyalty and the extent to which companies are perceived by their customers as being socially responsible represents a relevant research topic, especially in the service industry, and particularly in the banking sector. Currently, even though the banking sector can be generally considered an oligopoly in most countries, competition among banks is intense, due to the decreasing level of their customers’ inertia, as well as to the ease and velocity of switching banking services providers.
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THE MARKETING-ENTREPRENEURSHIP PARADOX: A FREQUENCY-DOMAIN ANALYSIS

Slavka T. Nikolić, Nikola Gradojević, Vladimir Đaković, Valentina Mladenović, Jelena Stanković

The notion of entrepreneurship is not new, but entrepreneurship is continuously searching for new ideas while increasing their applications (Morris & Trotter, 1990; Morris, Lewis, & Sexton, 1994). Marketing and entrepreneurship are broadening their field of synergic activity, but some gaps in this interaction still remain (Bhuian, Menguc, & Bell, 2005). Numerous studies have indicated the link between marketing and entrepreneurship (Murray, 1981; Morris & Paul, 1987; Herron, Sapienza, & Smith-Cook, 1992; Hills & LaForge, 1992; Becherer & Maurer, 1998; Morris, Schindehutte & LaForge, 2002; Kraus, Harms, & Fink, 2010; Gilmore, 2011, Hills & Hultman, 2011; Hultman & Hills 2011; Kurgun, Bagiran, Ozeren, & Maral, 2011; Morrish, 2011; Busenitz, Plummer, Klotz, Shahzad, & Rhoads, 2014), but a number of research question have remained underexplored.
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EFFECT OF INTEGRATION OF GREEN CONSTRUCTS AND TRADITIONAL CONSTRUCTS OF BRAND ON GREEN PURCHASE INTENTION OF CUSTOMERS

Ahmad Esmaeili, Akbar Sepahvand, Reza Rostamzadeh, Izolda Joksiene, Jurgita Antucheviciene

Most recently, a number of customers have shown concern over the considerable damage caused to the environment. Natural resources are gradually being replete, and climate change threats are the most important of these concerns (Euro barometer, 2011; European Commission, 2010; Lapinskienė et al., 2015; Barrier, 2016). Formerly, organizations avoided investing in support of the environment, which became a setback for their own future progress (Chen, 2010). Presently, as a result of increased attention to the environment, they tend to take greater responsibility for the environment than before (Chang & Chieng, 2006). Even the studies highlight the role of future generations as being vital toward eco-awareness (Simionescu, 2013; Csigéné Nagypál et al., 2015).
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