<abstract xmlns="http://www.w3.org/1999/xhtml">The purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and brand commitment. Also, group comparisons were made between national brands and private label brands, using structural equation modeling. This study reveals that brand image has a significant positive effect on brand loyalty and brand commitment, both for national and private label brands. Moreover, it was found that the effect of brand image on brand commitment is stronger for national brands than for private label brands. The present study provides marketing managers of national brands and private label brands some insights into how to spur brand loyalty and commitment by establishing a favorable brand image.</abstract>

The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands

<abstract xmlns="http://www.w3.org/1999/xhtml">The purpose of this paper was to determine the important role of Chief Executive Officer emotional intelligence to explain the interaction relationship between research and development investment and corporate social responsibility categories. This research relied on the completion of a questionnaire type inquiry structured around the table-based analysis. The questionnaire was sent out to a large sample of Tunisian firms’ Chief Executive Officer. The results of the 96 valid responses were entered for analysis by the partial least squares method. They show the significant effect of Chief Executive Officers’ emotional intelligence on the relation between corporate social responsibility categories (<italic>customer, employee, community, territory and environment</italic>) and research and development investment. In addition, the Chief Executive Officer emotional intelligence provided explanations into research and development investment for the corporate social responsibility problems in Tunisia. Firstly, this study emphasized the important role of research and development investment in the corporate social responsibility categories. Secondly, a new data analysis method “decision-tree” was applied to estimate the moderating effects of managerial emotional intelligence on the CSR – R&amp;D relationship.</abstract>

CSR categories and R&amp;D investment: the moderating role of Managerial emotional intelligence

<abstract xmlns="http://www.w3.org/1999/xhtml">Transforming marketing into an online format is an inevitable process of developing an information economy. The study of information flows allows using a comprehensive approach to the problems of online marketing. The activities of small businesses are characterized by various limitations, but it is an important factor in increasing the flexibility of the economy and the ability to adapt to changes. The gap in the theory and practice of conducting Internet marketing activity in micro enterprises has helped to shape the relevance of this work. The aim of the study is to research the phenomenon of visibility of Internet websites from the perspective of marketing information flows in the activities of small businesses. The article discusses the theoretical foundations of marketing information flows, Internet marketing, inbound marketing and visibility of Internet websites. The research methodology is based on the methods of marketing analysis and sociological surveys. The study was conducted on the basis of the sampling of 306 websites of small enterprises. The study examined the characteristics of the websites of small enterprises, reflecting the effectiveness of Internet marketing activities. The results show that there is a correlation between the number of applied methods of Internet marketing and the visibility of the websites of small organizations in the search engine. The existence of particular cases of the use of single methods of Internet marketing has been revealed, providing high visibility and effectiveness of Internet marketing activities of small organizations.</abstract>

South Ural State University (National Research University)

Online Marketing Impact on Micro-Enterprises: An Insight through Visibility in Search Engines

<abstract xmlns="http://www.w3.org/1999/xhtml">The dynamics of the business environment indicate that companies should become more flexible and value oriented. The competition within the IT sector leads to increased uncertainty for the players and a higher focus on the strategic direction of the company. Hence, many studies point out the significance of strategic agility as a tool of increasing company performance and achieving improved results. The paper highlights how the performance of IT companies is impacted by various factors. The main driver for company performance is strategic agility mixed with absorptive capacity. For a better understanding, the paper will analyze knowledge acquisition, knowledge assimilation, transformation and knowledge exploitation. These four dimensions represent the layers of absorptive capacity. Using as framework a survey developed based on the literature, there will be performed an analysis of the input received. The responses have been captured from stakeholders of the IT industry, who are employees of IT organizations with operations in Romania. For an enhanced output, there will be applied a regression analysis. This will contribute to the identification of factors determining company performance in the IT industry. The results of the regression analysis will demonstrate that strategic agility, knowledge acquisition and transformation have the highest impact on company performance. As only three out of the five tested dimensions are validated, further research can be grounded on understanding why knowledge assimilation and knowledge exploitation have not been confirmed as factors impacting company performance.</abstract>

Factors determining company performance in the IT industry

<abstract xmlns="http://www.w3.org/1999/xhtml">Nowadays, personal data is becoming both increasingly relevant and extensively shared over the internet. Individual privacy is often at risk as personal and contact information are a frequent object of commercial transactions. This situation recently triggered the implementation of a new data-protection regulation: General Data Protection Regulation (GDPR). This study analyses privacy protection from the citizens’ and consumers' points of view. The authors apply quantitative methods to primary data sampled from the population of the Czech Republic (aged 15+). Individual willingness to share personal data is evaluated along with the spectrum of situations where such data is requested and along with corresponding GDPR-related individual stances. According to the data analyzed, Czech population perceives GDPR measures as mostly useful yet somewhat bothersome. Also, individuals are not convinced that the regulation could deliver any fundamental changes to processes that involve handling of personal data. In general, respondents feel concerned by the intensification of demands for signing data sharing consents and by similar data processing interactions. However, individual levels of willingness to share various types of personal and contact information are sound and stable.</abstract>

Reflection of GDPR by the Czech Population

<abstract xmlns="http://www.w3.org/1999/xhtml">The paper focuses on the employer branding creation and HR marketing in selected healthcare service providers. The employer branding creation and HR marketing have become an interesting and creative area both in the field of HR management and marketing. The process of the employer branding creation and the conception of HR marketing coming from within the organizations and corporations could an interesting and effective tool that management not only in healthcare service providers could use to create a relationship with their current and also the potential employees. The aim of the article was to find out, among other things, which factors influence the choice of the employer (concerning the selected healthcare service provider). This study was researched on the gender and biological age of the respondents. For research purposes, a structured questionnaire was used. This questionnaire was distributed among selected healthcare service providers in the Czech Republic. The proposed research hypotheses have been verified through research. The statistical method of the Pearson’s Chi-square test was chosen to verify the research hypotheses. This research study has brought the compelling findings. Firstly, that there is a statistically significant relationship between the factors influencing the choice of the employer (the selected healthcare service provider) and the age of the respondents, and secondly that there is a statistically significant relationship between the factors influencing the choice of the employer and the gender of the respondents in selected healthcare service providers in the Czech Republic.</abstract>

Faculty of Management and Economics, Department of Management and Marketing

The Employer Branding Creation and HR Marketing in Selected Healthcare Service Providers

<abstract xmlns="http://www.w3.org/1999/xhtml">This study investigates the factors motivating workers and their levels of job satisfaction at Eurowindow Vietnam – an FDI company in the furniture industry based in Hochiminh City, Vietnam. Data for this study were collected by a surveying 202 office workers of the company. A Likert-scale response format questionnaire was used to identify employment attitudes and job satisfaction. The research was carried out based on the theoretical aspects of job satisfaction. Cronbach’s alpha and exploratory factor analysis (EFA) were deployed to test the unidimensionality, reliability, and validity of measurement scales. Correlation analysis was carried out to estimate the relation between dependent and independent variables, and within the independent ones. Moreover, multiple regression analysis was adopted to test the hypotheses of the study. The level of job satisfaction was measured by seven dimensions, namely payment, promotion, supervisor, co-workers, work itself, benefits and work environment. The research results showed that work itself, promotion, payment, and supervisor have significant influences on job satisfaction. Findings of this study provide necessary knowledge for the leadership of Eurowindow Vietnam in boosting job satisfaction of their staff. Other FDI enterprises with the same development level may find these results applicable for their organizations. Recommendations for future research are also presented at the end of the study.</abstract>

Industrial University of Ho Chi Minh City

Motivators and its impacts on job satisfaction in FDI companies - A case study of Eurowindow Vietnam

<abstract xmlns="http://www.w3.org/1999/xhtml">Based on the finding of the economic studies on the analysis of the performances of the companies from retails sector, this paper aims of analyzing the economic factors which are the basis of economic performances of the new companies from the retails sector of Romania. Starting with an econometric model based on current assets, fixed assets and number of employees, three research hypotheses were tested and validated through a multilinear regression model analyzed with the OLS method with the use of statistical software SPSS 23. The conclusions of the paper are in line with the other researches in the area and underline that the economic performances of the selected companies are determined by the current and fixed assets, as well as the number of employees.</abstract>

An analysis of the economic performances of the retail companies in Romania

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Management & Marketing

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