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Investigating Process Maturity Modeling as an Advertising Process Improvement Paradigm

-to-business services. The Journal of Business & Industrial Marketing , 25 (5), 324–337. 5. Carcary, M. (2013). IT risk management: A Capability Maturity Model perspective. Electronic Journal of Information Systems Evaluation , 16 (1), 3–13. 6. Chaudhary, M. & Chopra, A. (2016). CMMi for Development: Implementation Guide . New York, NY: Apress Publishing. 7. Colley, R. H. (1984). Defining advertising goals for measured results . New York, NY: Association of National Advertisers. 8. Corsi, P. & Neau, E. (2015). Innovation Capability Maturity Model

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The Influence of Color Perception on Marketing Decisions

-1015. doi: 10. 1108/EJM-04-2013-0200. 6. Ditoiu, M. C., Caruntu, A. L. (2014). Sensory Experiences Regarding Five-dimensional Brand Destination // Procedia-Social and Behavioral Sciences. Vol. 109, p. 301-306. doi: 10.1016/ j.sbspro.2013.12.461. 7. Fugate, D. L. (2007). Neuromarketing: A Layman’s Look at Neuroscience and Its Potential Application to Marketing Practice // Journal of Consumer Marketing. Vol. 24, No. 7, p. 385-394. doi: 10.1108/07363760710834807. 8. Funk, D., Ndubisi, N. O. (2006). Colour and Product Choice

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What Do Managers Think About the Success Potential of CRM Campaigns?

of commercial orientation towards company giving in European nations. International Marketing Review, 15(6): 458–475. Brink, D. V. D, Odekerken-Schroder, G., Pauwels, P. (2006) The effect of strategic and tactical CRM on consumers’ brand loyalty. Journal of Consumer Marketing, 23: 15-25. Broon, P. S., Vrioni, A. B. (2001) Corporate social responsibility and CRM: an overview. International Journal of Advertising, 20: 207-222. Drumwright, M. E. (1996) Company Advertising with a social Dimension: The Role of Non-economic Criteria. American Marketing

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Keeps Working and Working and Working … The Long-Term Impact of Advertising

References Hanssens, Dominique. M.; Dekimpe, Marnik. G. (2012): “Short-term and Long-term Effects of Marketing Strategy,” in Handbook of Marketing Strategy, edited by V. Shankar and G. S. Carpenter, Edward-Elgar Publishing. Hu, Ye; Lodish, Leonard M.; Krieger, Abba M. (2007): “An Analysis of Real World TV Advertising Tests: A 15-Year Update,” Journal of Advertising Research, Vol. 47 (3), pp. 341 - 53.

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To Zap or Not to Zap: How to Insert the Brand in TV Commercials to Minimize Avoidance

References Pieters, R., M. Wedel and J. Zhang (2007), “Optimal feature advertising design under competitive clutter”, Management Science, 53 (11), 1,815 - 1,828. Siddarth, S. and A. Chattopadhyay (1998), “To zap or not to zap: a study of the determinants of channel switching during commercials”, Marketing Science, 17(2), 124 - 138. Tse, A. C. B. and R. P. W. Lee (2001), “Zapping behavior during commercial breaks”, Journal of Advertising Research, 41(3), 25-29. Wedel, M. and R. Pieters (2008), “A

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Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. Doi: 10.1111/j.1083-6101.2007.00393.x Briggs, R., & Hollis, N. (1997). Advertising on the web: Is there response before click-through? Journal of Advertising Research, 37(2), 33- 45. Buami, E. K. (2014). Social networking site as platform for advertisement: Does it really work? International Journal of ICT and Management, 2(1), 40-47. Burgess, D. (2015). Online banner adverts: More than the final click. Journal of

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Moral character effects in endorser perception

References Ahluwalia, R., Burnkrant, R.E. and Unnava, H.R. (2000), “Consumer response to negative publicity: The moderating role of commitment”, Journal of Marketing Research , Vol. 37, No. 2, pp. 203-214. Amos, C., Holmes, G. and Strutton, D. (2008), “Exploring the relationship between celebrity endorser effects and advertising effectiveness”, International Journal of Advertising , Vol. 27, No. 2, pp. 209–234. Bartz, S., Molchanov, A. and Stork, P.A. (2013), “When a celebrity endorser is disgraced: A twenty-five-year event study”, Marketing

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The image of a research institution as an important element in shaping the level of competitiveness of the organisation


The primary objective of the publication is defining the factors and processes affecting the efficient course of actions undertaken around building a positive image of the organisation. The study raises key aspects of this issue. The diagnosis providing that the recipient is guided in his/her purchasing decisions by the opinions about a given product or service that reach them through all the available content distribution channels is appearing increasingly often in subsequent study findings. The same studies have also confirmed that an inherent feature of a knowledge-based economy is the level of the intangible asset share as regards determining the position of an organisation (brand, reputation). The unbridled increase in competition has led to the generation of a growing volume of advertising offers for buyers, as a result of which standing out among other market players has now become more of an issue. One of the ways to enhance an organisation's presence in a changing environment includes measures promoting its positive image creation and shaping of favourable (valuable) opinions about it. The selection of the appropriate image concept to a constantly changing business environment in terms of competing or consumer preferences requires an effective response to their experiences in the cognitive, emotional and behavioural dimensions. If they are positive, they will contribute to building a favourable mindset among consumers, which in turn will facilitate the formation of a positive image of the organisation.

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Technology acceptance model in e-commerce segment

. 33, No. 2, pp. 318-332. Lu, B., Fan, W., Zhou, M. (2015). “Social presence, trust, and social commerce purchase intention: An empirical research” Computers in Human Behavior, Vol. 56, pp. 225-237. Momani A. M., Jamous, M. (2017). “The Evolution of Technology Acceptance Theories” International Journal of Contemporary Computer Research (IJCCR), Vol. 1, No. 1, pp. 51-58. Mosteller, J., Donthu, N., Eroglu, S. (2014). “The fluent online shopping experience”, Journal of Business Research, Vol. 67, No. 11, pp. 2486-2493. Pappas, I. O. (2018). “User

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Tell Me Where You Are and I’ll Tell You What You Want: Using Location Data to Improve Marketing Decisions

References Bell, David R. (2014): “Location Is (Still) Everything: The Surprising Influence of the Real World on How We Search, Shop, and Sell in the Virtual One,” New Harvest, Boston. Daurer, Stephan; Molitor, Dominik; Spann, Martin; Manchanda, Puneet (2015): “Consumer Search Behavior on the Mobile Internet: An Empirical Analysis (July 2015),” Ross School of Business, Paper No. 1275. Luo, Xueming; Andrews, Michelle; Fang, Zheng; Phang, Chee Wei (2014): “Mobile Targeting

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