Collective Brands and Intention to Buy: A Preliminary Study on Wine Consumption

Title Collective Brands and Intention to Buy: A Preliminary Study on Wine Consumption Author Marcello TEDESCHI, Maria Cristiana MARTINI, Giovanna GALLI Classification JEL M31. Abstract Agri-food collective brands are the outcome of long institutional and normative certification paths and aim to guarantee the preservation of tradition and to assert the …

Brand Extension Acceptability in Food and Beverage Product Categories

Title Brand Extension Acceptability in Food and Beverage Product Categories Author Maria Cristiana MARTINI, Giovanna GALLI, Marcello TEDESCHI Classification JEL M31. Abstract Brand extension is a powerful marketing strategy that allows firms to offer new product categories, taking advantage from the original brand name and its positive associations (Evangeline and …

Exploring Artificial Intelligence Techniques’ Applicability in Social Media Marketing

Title Exploring Artificial Intelligence Techniques’ Applicability in Social Media Marketing Author Adrian MICU, Alexandru CAPATINA, Angela-Eliza MICU Classification JEL M31, C12. Abstract The increasing interest in Artificial Intelligence (AI)’s impact on Social Media Marketing (SMM) creates new opportunities to be captured by software developers. Marketers become aware of AI powerful …

Green IT: The Perspective of IT Professionals

Title Green IT: The Perspective of IT Professionals Author V. Aslihan NASIR, Reydan YASAR Classification JEL Q56. Abstract Public awareness about environmental issues has risen as a result of scientific research and reports published in the field. Discussions are ongoing mostly on global warming, greenhouse gas emissions and increasing energy …

Exploring Millennials’ Decision-Making Behavior of Higher Education Institution: The Implication of University Social Media Marketing

Title Exploring Millennials’ Decision-Making Behavior of Higher Education Institution: The Implication of University Social Media Marketing Author Andriani KUSUMAWATI Classification JEL M31. Abstract As the technology usage by teenagers increase, prospective students going to look on the Web and involve with social media to obtain information and perform business with …

Instruments Used for Marketing Experiments

Title Instruments Used for Marketing Experiments Author Andreea Larisa BOBOC, Daniel MOISE Classification JEL C93, M31. Abstract What can normally be observed on the market, is often considered like the premises of developing marketing as a science, but what is seen, is it always true? It remains to be investigate. …

The Concept of Stakeholders in the Context of CSR (A Survey of Industrial Enterprises in Bulgaria)

Title The Concept of Stakeholders in the Context of CSR (A Survey of Industrial Enterprises in Bulgaria) Author Diana ANTONOVA, Bozhana STOYCHEVA, Svilen KUNEV, Irina KOSTADINOVA Classification JEL M10, M14, Q01. Abstract The Stakeholder concept is one of the most widely used scientific tools related to the corporate social responsibility …

Organizational Culture – Values and Practices, Evidence from Manufacturing Industry in Northeastern Bulgaria

Title Organizational Culture – Values and Practices, Evidence from Manufacturing Industry in Northeastern Bulgaria Author Miglena PENCHEVA Classification JEL D23, D22, L69. Abstract Organizational culture is complicated topic to deal with. From one hand it keeps researchers and practitioners busy from a fairly long period of time. However, due to …