<abstract xmlns="http://www.w3.org/1999/xhtml">Branding literature suggests that consumer-based brand equity (CBBE) is a multidimensional construct. Starting from this approach and developing a conceptual multidimensional model, this study finds that CBBE can be best modelled with a two-dimensional structure and claims that it achieves this result by choosing the theoretically based causal specification. On the contrary, with reflective specification, one will be able to fit almost any valid construct because of the halo effect and common method bias. In the final model, Trust (in quality) and Advantage are causing the second-order Brand Equity. The two-dimensional brand equity is an intuitive model easy to interpret and easy to measure, which thus may be a much more attractive means for the management as well.</abstract>

Sapientia Hungarian University of Transylvania, Faculty of Economic and Human Sciences Department of Business Sciences, Miercurea Ciuc

Kecskemét College, Faculty of Mechanical Engineering and Automation, Kecskemét

A Causal Model of Consumer-Based Brand Equity

<abstract xmlns="http://www.w3.org/1999/xhtml">The aim of this study is to explore how the effects of components belonging to the concept of strategic management system influence outstanding achievement and success in the processing industry in Hungary as well as the sustainability success component within that. In order to do that, the study defines the factors having an influence. Thereafter, it explains the successful operation of companies with the help of factors emerging via path analysis using regression models. It uses the balanced scorecard as a tool for success criteria describing success. This is a non-market aspect that has an impact on the whole system, making it of crucial importance. Via the exploration of effects, it can be shown the deliberate use of those factors that generate outstanding results and success from the point of view of sustainability, and thus internal development, customer appreciation, and financial success. By taking the results of the research into consideration, it will also be revealed that success factors in the processing industry in Hungary have the most direct and the largest impact on outstanding sustainability performance.</abstract>

If Development, Then Sustainability

<abstract xmlns="http://www.w3.org/1999/xhtml">This paper analyses the involvement of Romanian and Hungarian young villagers in the local agriculture and entrepreneurial activities. The first part provides an outlook on the historical evolution and the current situation of agriculture and rural development in Romania and Hungary from the perspective of theoretical positions formulated within economics and the sociology of entrepreneurship as well as rural sociology. The second part discusses the results of a cross-border research and social intervention project conducted in the period of 2012-2013 in ten rural localities from the shared Hungarian–Romanian border region. The questionnaire included questions regarding rural youth integration in the labour market, agriculture, and involvement in entrepreneurial activities as well as social and religious participation. The research has found significant differences between Romanian and Hungarian young villagers with respect to the examined questions.</abstract>

Department of Sociology and Social Work, University of Oradea, Romania

Department of Social Sciences, Partium Christian University of Oradea, Romania

Rural Youth, Agriculture, And Entrepreneurship: A Case-Study of Hungarian and Romanian Young Villagers

<abstract xmlns="http://www.w3.org/1999/xhtml">The telecommunication industry is one of the service industries that is most affected by the problem of subscribers’ churn. Although several techniques have been used to predict customer churn in developed countries, many of those studies used secondary data which are not readily available in Nigeria for researchers. This study investigates how Markov chains help in modelling and predicting the customer churn and retention rate in the Nigerian mobile telecommunication industry. The data generated through the survey were input in the Windows-based Quantitative System for Business (WinQSB) for analysis. The results reveal that in the study area MTN has the highest retention rate (86.11%), followed by GLO (70.51%), Airtel (67%), and Etisalat (67.5%). This result has implications for telecom firms’ strategies for competitive advantage in particular and survival in general.</abstract>

Department of Business Administration, Federal University of Agriculture Abeokuta (FUNAAB), PMB 2240. Abeokuta, Ogun State. Nigeria

Department of Business Administration, University of Lagos, Akoka, Lagos. Nigeria.

Department of Actuarial Science and Insurance, University of Lagos, Akoka, Lagos. Nigeria.

Predicting Customer Churn and Retention Rates in Nigeria’s Mobile Telecommunication Industry Using Markov Chain Modelling

<abstract xmlns="http://www.w3.org/1999/xhtml">In order to maintain and increase their market share and position in competition, businesses have to adapt to the changes of the environment and they have to innovate. Since the latest economic crisis, Hungarian businesses have been struggling with several problems, particularly the scarcity of both resources and demands. These circumstances lead to the issues of frugal innovation and sustainable development. The aim of this paper is to show the results of a survey on attitudes toward frugal innovation, which was conducted among 216 Hungarian enterprises in the spring of 2015. However, the surveyed businesses are striving to stay in competition in a not too favourable economic environment as most of them have not recognized the chance of frugal innovation.</abstract>

Keleti Faculty of Business and Management, Óbuda University

Businesses and Their Attitudes to Frugal Innovation

<abstract xmlns="http://www.w3.org/1999/xhtml">After the economic crisis and the BASEL agreement, the bankruptcy prediction research has evolved substantially due to its importance in corporate finance. This paper summarizes the short history of bankruptcy prediction from the beginning until quite recently. First, it presents a short summary of bankruptcy prediction evolution pointing to the most used models. Then, it provides a summary of the most cited papers that discuss the evolution of bankruptcy prediction and of those papers that have contributed to bankruptcy prediction. Finally, it summarizes some critiques about bankruptcy prediction that the literature has formulated over time and provides some suggestions for future research on bankruptcy prediction.</abstract>

fejerkiralygergely@sapientia.siculorum.ro

Bankruptcy Prediction: A Survey on Evolution, Critiques, and Solutions

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