New Articles – Marketing and Trade

The influence of the Big Five, WOM communication and satisfaction on consumer loyalty in the Republic of Serbia

Suzana Djukic, Jelena Stankovic

The concept of consumer loyalty plays an important role in business existence in the current competitive business environment. Consumer loyalty is researched in different ways by considering the characteristics of the consumer’s personality, mutual communication between consumers, and their satisfaction with the company, products/services and numerous other determinants. Consumer personality is a potential marketing strategy for increasing loyalty towards a company, product and/or service,…

DOI (& full text): doi.org/10.15240/tul/001/2024-5-023 more

Attitudes of manufacturers toward the value attributes of regional product brands

Vojtech Beran, Jaroslava Dedkova

The increasing consumption of regional products is pivotal in fostering regional development, a phenomenon analyzed in various academic discourses. This article aims to contribute to the existing knowledge base by exploring the attributes of regional brands of products, specifically from the perspective of regional producers (regional brand of product holders). Unfortunately, this topic remains underexplored within academia, resulting in the need for an in-depth investigation. The article…

DOI (& full text): doi.org/10.15240/tul/001/2024-5-025 more

Customer engagement in Facebook brand communities: A case study from automotive in the Czech Republic

Ludvik Eger, Liuba Turchyn

Social media is a valuable medium for customer engagement, maintaining existing customers and for acquiring prospective customers. Social media platforms are increasingly adopted as strategic communication tools for building brand equity and consumer engagement. The main objective of this study is to examine the roles of company-created content on Facebook in enhancing brand visibility and interaction between brand and consumer response. In this study, four official Facebook profiles from…

DOI (& full text): doi.org/10.15240/tul/001/2024-4-012 more

Till death do us part. Do customers cheat on brands?

Martin Klepek, Lukas Toth

Some companies, based on the beliefs of their managers, aim to obtain solely loyal customers in the hope that these customers will always buy only one brand and never cheat by buying a competitor’s brand. However, a growing body of empirical research suggests that this may be an overly positive expectation and that this marketing strategy can run counter to the nature of the consumer. To scrutinize the sole loyal buyer idea, this study empirically examines the phenomenon of duplication of…

DOI (& full text): doi.org/10.15240/tul/001/2024-5-008 more

The impact of chatbots on the buying behaviors of Generation Z toward brands

Julie Holendova, David Svoboda, Neven Seric

As society develops, so do the needs and wishes of customers, the market situation, and especially the competition. The procedures and essential tools of traditional marketing that worked before are gradually losing their effectiveness and are no longer able to ensure a competitive advantage. If businesses want to have a competitive advantage, they must be prepared for these changes and be able to respond to them appropriately. There is currently a generational change in household spending;…

DOI (& full text): doi.org/10.15240/tul/001/2024-3-013 more