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& Management Information Systems, 14 (2), 247-274. Albu, C. N., Albu, N., and Alexander, D., 2014. When Global Accounting Standards Meet the Local Context: Insights from an Emerging Economy. Critical Perspectives on Accounting, 25 (6), 489-510. doi: http://dx.doi.org/10.1016/j.cpa.2013.03.005 Albu, N., and Albu, C. N., 2012. International Financial Reporting Standards in an Emerging Economy: Lessons from Romania. Australian Accounting Review, 22 (4), 341-352. doi: http://dx.doi.org/10.1111/j.1835-2561.2012.00196.x Albu, N., and Albu, C. N., 2014. IFRS Application in

Abstract

In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated. Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience product category. Moreover, by answering the research question, the contribution to the field emerges in integrating both marketing theory and neuroscience in order to analyze and evaluate consumer behavior.

, 2012. Report on Public finances in EMU. European Economy. DOI: http://dx.doi.org/10.2765/18911 Fatas, A., and Mihov, I., 2009. The Euro and Fiscal Policy. NBER Working Paper, 14722. DOI: http://dx.doi.org/10.3386/w14722 Fiscal Council of Romania, 2012. Annual report: Macroeconomic and budgetary developments and prospects Retrieved from http://www.consiliulfiscal.ro/Raport2011.pdf Havik, K., Mc Morrow, K., Orlandi, F., Planas, C., Raciborski, R., Röger, W., . . . Vandermeulen, V., 2014. The Production Function Methodology for Calculating Potential Growth Rates

”, Mauritius. Bussière, M., Fidrmuc, J., and Schnatz, B., 2005. Trade integration of Central and Eastern European Economies. Lessons from a Gravity Model. European Central Bank Working Paper Series, 545 (nov.). Cheng, I.-H., and Wall, H. J., 2005. Controlling for Heterogeneity in Gravity Models of Trade and Integration. Federal Reserve Bank of St. Louis Review, 87 (1), 49-63. Christie, E., 2001. Potential Trade in Southeast Europe: a Gravity Model Approach. The wiiw Balkan Observatory Working Papers, 11 (dec.). Christie, E., 2004. Trade Flows in Southeast Europe. The

. Journal of Managerial Issues, XVIII(2), 274-291. Chandler, A. D., 1962. Strategy and Structure: Chapters in the History of the Industrial Enterprise. Cambridge, MA: MIT Press. Chehade, G., Mendes, D., and Mitchell, D. M. L. F., ed., 2006. Culture change for analytical mind, Strategic Finance (M. L. Frigo Ed.). Dye, R., and Sibony, O., 2007. How to Improve Strategic Planning. McKinsey Quarterly. Feige, E. L., 2002. Dollarization and the Dynamics of the Underground Economy: What have we learned from a decade of transition in twenty-five countries? Paper presented at the

usefulness of risk descriptions. Journal of Risk Research, 20 (12), 1534-1553. Miasnykov, V., 2017. Formation of instruments for the assessment of the innovative potential risks at the machine-building enterprises under the conditions of uncertainty . Paper presented at the Economics Scientific Internet Conference. http://www.economy-confer.com.ua/full-article/2295/ . Michalak, A., 2017. Specific risk in hard coal mining industry in Poland. Forum Scientiae Oeconomia, 5 (1), 71-77. doi: http://dx.doi.org/10.23762/fso_vol5no1_6 Olson, D. L., and Dash Wu, D., 2015

competitiveness: A high-tech cluster approach. The Romanian Review Precision Mechanics, Optics & Mechatronics, 45 , 41-48. Ginevicius, R., and Andriuskevicius, A., 2000. Gamybos koncentracija rinkos ekonomikoje. Ekonomika (Nis), 51 , 20-29. Ketels, C., Lindqvist, G., and Solvell, O., 2006. Cluster initiatives in developing and transition economies . Stockholm: Center for Strategy and Competitiveness. Ketels, C., Lindqvist, G., and Solvell, O., 2013. The Cluster Initiative Greenbook (2nd ed. ed.). Stockholm: Ivory Tower Publishers. Kuah, A. T. H., 2002. Cluster Theory and

the euro area. European Economic Review, 56(7), 1392-1405. doi: http://dx.doi.org/10.1016/j.euroecorev.2012.06.007 de Vaal, A., and Ebben, W., 2011. Institutions and the Relation between Corruption and Economic Growth. Review of Development Economics, 15(1), 108-123. doi: http://dx.doi.org/10.1111/j.1467-9361.2010.00596.x Dollar, D., 1992. Outward-Oriented Developing Economies Really Do Grow More Rapidly: Evidence from 95 LDCs, 1976-1985. Economic Development and Cultural Change, 40(3), 523-544. doi: http://dx.doi.org/10.1086/451959 Easterly, W., 2001. The

References Baltagi, B. H., 2013. Econometrics analysis of panel data. England: John Wiley & Sons Ltd. Barro, R., and Sala-i-Martin, X., 1992. Public finance in models of economic growth. The Review of Economic Studies, 59(4), 645-661. doi: DOI:10.2307/2297991 Fetai, B., 2015. Financial Integration and Financial Development: Does Financial Integration Metter? European Research Studies, XVIII(2), 97-106. Gabrisch, H., 2015. Financial Constraints on Growth: Comparing the Balkans to Other Transition Economies. Eastern European Economics, 53(4), 309-327. doi: http

References Benati, L., and Lubik, T. A., 2013. The Time-Varying Beveridge Curve. Working Paper Series . http://www.richmondfed.org/publications/ Blanchard, O., 2005. European Unemployment: The Evolution of Facts and Ideas. NBER Working Paper Series . http://www.nber.org/papers/w11750 Blanchard, O., Jaumotte, F., and Loungani, P., 2013. Labor Market Policies and IMF Advice in Advanced Economies During the Great Recession. IMF Stuff Disscussion Note . https://www.imf.org/external/pubs/ft/sdn/2013/sdn1302.pdf Bouvet, F., 2012. The Beveridge Curve in Europe