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Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand

Abstract

Framed by the consumer-brand relationship theory, this paper investigates the path from the brand-consumer behaviour interaction to the relationship durability and stability, through brand relationship quality. Specifically, it examines brand experience as an antecedent of brand love, and customer loyalty and satisfaction as outcomes in the retail setting. Based on 560 customers’ responses to a face-to-face questionnaire administered in a fashion brand retail store, research hypotheses were tested using a structural equation model. The findings suggest that brand experience influences brand love, with a higher incidence of sensory and affective dimensions. Brand love, in turn, influences customer loyalty, both directly and indirectly through customer satisfaction. This research contributes to the still understudied relation between brand experience and brand love in the retail context and to the need to understand the satisfaction-loyalty relation involving other variables as predictors. Nevertheless, results are limited to one specific retail fashion brand and generalizations should be taken carefully.

Open access
Business Models Innovation for Sustainable Urban Mobility in Small and Medium-Sized European Cities

Abstract

Bad air conditions, limitless traffic, overloaded parking spaces are just some of the modern mobility problems that strike cities on a daily basis. The European Commission strives to address these issues by providing measures to improve the urban mobility situation in the small and medium-sized cities. The SUITS project (Supporting Urban Integrated Transport Systems: Transferable Tools for Authorities), which is financed under the umbrella of the HORIZON 2020 programme, aims at increasing the capacity of local authorities in Small and Medium (S-M) cities through the development and implementation of sustainable, integrated and accessible transport strategies and technologies.

This paper aims to analyse and classify the innovative business models in the urban mobility sector that are aimed at increasing the capacity building of S-M cities’ transportation authorities through the implementation of new mobility solutions. It describes the innovative mobility business identifying the most successful models of service and partnerships in the sector.

Open access
Dematerialization of banking products and services in the digital era

Abstract

The primary purpose of this research is to present the evolution and current state of knowledge regarding the dematerialization of banking products and services in the digital age. The paper discusses the central issues regarding the dematerialization of money, the dematerialization of securities and the dematerialization of the contract, trends with direct impact on the possibility of dematerializing the products and services offered by banking institutions, by means of an investigative discourse and viewpoint into and over the shift from tangible to intangible monetary assets. It mainly explores the impact of dematerialization on certain processes performed by banks (customer enrollment and management) and on certain products and services offered by banks (payment services, lending services, etc.) from the perspective of the latest technological innovations and the influence exerted by fintech companies. The chapter clearly establishes the synergy link between environmental factors (increased competition, technological advance, legislative changes) and the ability of banking institutions to adapt to new conditions by changing the business model. The research ends with a series of conclusions regarding the way in which the tendencies towards dematerialization affect the activity and the business model adopted by the banking institutions. The content of the research report is useful both to the managers in the financial field and to the authorities that legislate this field, especially to those in Romania, who can use the conclusions of the report to elaborate policies in order to advance the degree of digitization of the Romanian banking system.

Open access
Financial aspects of research and development policy in the European Union

Summary

In the article the author has attempted to realise the following goals:

1) identifying and critical assessment of the share of expenditure on research and development (R&D) in the gross domestic product (GDP) borne by business entities concentrated in four sectors (enterprises, government, higher education and private non-profit institutions) and jointly in all sectors. This meter is treated as an indirect measure of the level of managerial activity in shaping the research and development policy,

2) checking the thesis that R&D expenditure are changeable and differ in the particular Member States and does not give a clear positive picture of the systematic and dynamic growth of research and development activity in these countries.

The article was developed using the following research methods: critical-cognitive analysis of the literature; statistical and comparative analysis of the “Eurostat” empirical material; the projection.

The statistical and comparative analysis of the secondary empirical material “Eurostat” illustrating the share of expenditure on research and development in the gross domestic product was used to check the thesis. The results of the analysis confirm the rightness of the research thesis.

Open access
Innovative Behavior of the Poznań Agglomeration Inhabitants in the Transport Services Market

Summary

The development of information and communication technologies, including in particular the modern development of mobile technologies, has an undeniable impact on people’s lives and, consequently, on consumers’ market behaviour. The growing popularity and capabilities of mobile devices, as well as the increasing availability of mobile Internet access, mean that in many markets companies are redefining their business models, in which the activities conducted via the Internet play an increasingly important role. This is particularly visible on the market of individual and public transport services, where thanks to mobile devices, as well as in consistency with trends in consumer market behaviours and the development of cities in accordance with the smart city concept, for several years now we can observe the emergence of innovative alternatives to traditional forms of transport. The pace of appearance of product innovations on the market depends, of course, to a large extent on the level of acceptance of innovation by consumers. The aim of the article is to determine the degree of innovativeness of the inhabitants of the Poznań agglomeration in the use of transport solutions available in Poznań. The research part presents the results of own research conducted in 2019 on a sample of 795 respondents. They showed that the inhabitants of the Poznań agglomeration are not afraid to use product innovations on the market of transport services and use them to a greater extent than in the case of the general population.

Open access
Linking CRM capabilities to business performance: a comparison within markets and between products

Abstract

Business performance is the primary goal of any type of firm, being a top priority for managers. Customer relationship management (CRM) capabilities is known in the literature as an important driver of business performance. However, there are significant differences across firms due to market settings they are acting on, or to the nature of products they are selling. Yet, little is known about how the impact of CRM capabilities on business performance vary across Business-to-Business and Business-to-Consumer markets, or across firms that are selling goods or services. In this study, we use data from a sample of 102 firms to investigate how customer relationship orientation influence the dimensions of CRM capabilities and how these capabilities determine customer satisfaction and market effectiveness, two business performance outcomes. Structural equation modelling is used in order to test the hypothesized relationships. The total sample is spilt into subsamples taking into consideration market settings and product type criteria, and the hypothesis are tested within them. Our results reveal that in case of each subsample, customer satisfaction and market effectiveness are driven by different dimensions of CRM capabilities. Critically, we find that in cases of firms that are acting mainly on Business-to-Business markets, customer relationship orientation doesn’t influence customer relationship upgrading capability, a dimension of CRM capabilities. Finally, the implications of these results for practitioners and managers are presented.

Open access
Possibility of Company Goodwill Valuation: Verification in Slovak and Czech Republic

Abstract

The paper deals with the possibilities of company goodwill valuation and verification. The value of company goodwill is still an actual issue for the scientific community. Goodwill as an economic phenomenon has attracted the attention of economic experts since the nineteenth century. Nowadays, there are many approaches to goodwill valuation. However, its identification and quantification are still a challenge. The paper aim is to identify significant sources of company goodwill creation and their verification on the sample of 2 European countries with the similar business environment, political stability and regulatory platform - Slovak and Czech companies. The sample for the identification of significant sources of company goodwill creation consists of the financial statements of Slovak companies in 2015. The sample for data verification consists of the financial statements of Slovak and Czech companies in 2016. The paper identifies the determinants of goodwill creation by multiple regression analysis. The paper also verifies the total explanatory power of these determinants by matrixes of changes. Volatility and deviation of the results are captured by descriptive statistical methods. The paper’s results point to a necessity to identify the key determinants of goodwill creation. They bring the construction of an econometric model for company goodwill valuation. It could be used to compute the value of company goodwill of the individual companies in the Slovak economic conditions.

Open access
Reasons of Polish young potential employees’ interest In a university as the employer vr perceiving its employees

Summary

The article has a theoretical-empirical character. Its main goal was to identify reasons of young potential employees’ interest in working at a university. To prepare the theoretical part, the method of cognitive-critical analysis of world literature on marketing, management and HRM was applied. The results of this analysis show an existing cognitive gap and a research gap in the scope of considerations about reasons of interest of the mentioned group of employees in a university as the employer. Striving for reducing both gaps some empirical researches were conducted using the questionnaire method to gather the primary data which were analyzed statistically using the method of exploratory factor analysis, Kruskal-Wallis test, etc. The obtained results made it possible to check three research hypotheses. The possibility to perform a satisfying job was not the key reason for the respondents’ interest in working at a university. The internal structure of reasons for the respondents’ interest in a university as the employer was different for the following two groups: 1/people who think that university’s employees are perceived in Poland better than those who work in other organizations; 2/people who think that university’s employees are perceived in Poland as well as those who work in other organizations. The way of perceiving employees of an university was a feature statistically significantly differentiating the reasons of the respondents’ interest in starting work at the university only in the case of high social prestige and high wages.

Open access
Scents of celebrities: Endorsers’ impact on buyers’ online perfume purchase

Abstract

Literature has highlighted the challenges of selling experience (vs. search) products online. In addition, the role of celebrity endorsers in purchase intention and attitudes towards brands has been emphasized by scholars. This article argues that celebrities provide cues on products’ sensorial characteristics that have been so far disregarded by extant literature. By choosing perfume as a complex experience product, twenty-seven participants from three countries were interviewed in order to find how endorsers could assist e-shoppers to identify fragrant characteristics in the absence of the real scent. The results of the qualitative content analysis reveal that endorsers’ personality traits and lifestyle could act as predictor of the type of scent. Scent categorization based on such traits are presented. This article provides valuable contributions to both researchers and practitioners interested in online sales of experience goods. Limitations and avenues for future search are also provided.

Open access
Will the use of Virtual Reality Lead to a Revolution in Marketing Communication?

Summary

A contemporary consumer is a challenge for marketing specialists. The analysis of the conducted research shows that only a well-constructed marketing message, using new technologies will be a key element of effective marketing communication. There is a growing interest in the use of virtual and augmented reality on the market.

The aim of the work is to analyze the possibilities of using innovative tools, based on virtual and augmented reality in marketing communication. The source basis of the study is available literature on the subject, secondary sources, own analyzes and research and studies carried out by foreign research institutes.

The paper presents the results of authorial research carried out in 2018 using the CAPI method, as well as self-audit of marketing activities using VR and AR based on the SERVQUAL model. The results of the study indicate limited use of VR and AR. It should also be emphasized that these results are not representative, but point to a relationship that is worth exploring on a larger research group.

Open access