Category: JETIMM_2022

Title A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model Author Angela Madan, Mihai-Ioan Roșca, Adrian Apostol Classification JEL M00, M30, M31, M39. Abstract The country image has an important role in present period of globalization. However, image modeling, as a holistic concept …

Title Understanding the Consumer of Books in the Digital Era Author Maria Orzaru, Mihaela Constantinescu, Adrian Apostol Classification JEL M31. Abstract Books have the power to transform people’s lives. It is not an understatement to claim that the world we know today would not have developed as it has if …

Title Marketing Campaign for Sports Clubs. Case study: Archery Club Saga Author Malina-Simona Mihalcea, Mihaela Constantinescu, Alexandru Ion Olteanu Classification JEL M31. Abstract Over the years, along with the technological development and the migration of numerous activities from the offline to the online, we have come to live in a …

Title Using Marketing Research in Identifying the Best Marketing Consulting Services for Young Entrepreneurs Author Ionuț-Robert Alexandru, Mihaela Constantinescu, Teodor Brahadiru Classification JEL M31. Abstract Young entrepreneurs need guidance because they come with a lot of energy and desire to do something, but if this energy is not properly directed …

Title Consumer Perspectives on Fairtrade Prices Author Monica M. Popa Sârghie, John Pracejus Classification JEL M31, M30, M20, M14, L31, L32, L38. Abstract Worldwide consumer support of disadvantaged producers from developing countries has been encouraged through a variety of options, including the acquisition of Fairtrade-certified products. Prior studies showed that …

Title Understanding the Green Purchasing Behaviour of Millennials Living in Bucharest Author Cristina-Andreea Nicolae, Mihai-Ioan Roşca Classification JEL M31, Q56. Abstract In recent times, green purchasing behaviour has received considerable attention from researchers, consumers and companies. According to specialists, buying products that are sustainable and environmentally friendly is critical to …

Title Entrepreneurship Orientation in an Emerging Market: A Grounded theory Approach Author Sadick Alhaji Husseini Classification JEL M5, M21. L26. Abstract This study explores entrepreneurship orientation in an emerging market. The review from existing literature describes the interest of marketing scholars in the understudied African emerging market. Ghana is among …