New Articles – Marketing and Trade

Identification of consumers willing to buy green products – A case study in the Czech Republic

Michaela Janska, Marta Zambochova, Bara Fialova

Environmental, social, and governance (ESG) development has indeed changed the original economic operation status through diversified methods. The banking industry, especially under the guidance of ESG, reminds the banking industry that it should focus on regulatory conditions such as lending objects with ESG operating characteristics. In terms of corporate governance, the banking industry needs to adopt high self-management standards for business development. This paper uses the panel…

DOI (& full text): doi.org/10.15240/tul/001/2025-1-013 more

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