<abstract xmlns="http://www.w3.org/1999/xhtml">This paper deals with customer loyalty to brands and provides an analysis of brand-related attitudes among Czech consumers. Brand loyalty is a very important aspect of competitive marketing and we contribute an empirically supported point of view on the topic. Based on primary data from a complex consumer survey carried out for the purpose of this study, we investigate the extent of brand loyalty across different product categories, mostly fast moving consumer goods (FMCG). For convenience, the analysis of our survey-data may be divided in two main areas. First, product categories are ranked according to their potential power to attract customers’ interest and loyalty towards brands. When loyalty programs are prepared, it is important to discern product categories where loyalty potential is weak from those categories that attract consumer loyalty. Second, sociodemographic features and lifestyle factors from the survey are evaluated with respect to different product categories, by means of logistic regression and subsequent average partial effect (APE) analysis. A detailed and practically oriented interpretation of the empirical results is provided by the authors. However, both corporate marketers and academic readers can use the tables with empirical estimation outputs that are provided in this article to draw their own conclusions, which may be focused on the product category of interest and/or focused on any specific consumer group that is of particular interest. Among other topics, this paper emphasizes the fact that brand loyalty is a highly complex phenomenon and that it can and should be analysed from different perspectives.</abstract>

University of Economics, Prague, Czech Republic

Brand importance across product categories in the Czech Republic

<abstract xmlns="http://www.w3.org/1999/xhtml">The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Overall previous literature reviews in this area imply that there is a gap in the scientific literature on the marketing mix formulation for converting non-purchasers into purchasers of eco-friendly products to augment eco-friendly product sales and adopt green marketing. As literature reviews had clearly indicated that green purchasers have a very low percentage when compared to non-purchasers, the purpose is to create new opportunities for successful green marketing as the study tries to convert non-purchasers into purchasers. We used descriptive research design to study a sample of 885 respondents, who were surveyed in 2 cities in the Tamil Nadu state in India, to acquire an in-depth understanding of consumer behaviour that would enable the consumption of eco-friendly products among non-purchasers. The results reveal the marketing mix requirement and the eco-friendly aspects needed by the non-purchasers in order to buy the eco-friendly variants. The research sheds light on the product, price and promotion components that will attract non-purchases of eco-friendly products to buy eco-friendly products, thus facilitating green marketing mix adaptation. The study will provide valuable input for further research in formulating the marketing mix necessary to enable consumption of eco-friendly products in different geographical locations and various product categories.</abstract>

SRM University, Chennai Tamil, Nadu, India

Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India

<abstract xmlns="http://www.w3.org/1999/xhtml">Many organizations, at some point or another, have to face a crisis situation. In that scenario, the way in which the organization communicates makes or breaks the organization’s success in dealing with the crisis. Especially after the emergence of the social media, the impact of crisis communication on the process of successful crisis management has become even greater than before. Organizations have to take the initiative, to be proactive and create a plan for crisis communication. This paper is focused on the comparative study of the communication approaches followed by Cadbury and McDonalds during a period when the companies were dealing with a crisis. The findings of the content analysis show that a company should respond to the crisis as quickly as possible to avoid loss in terms of sales. The initial statement of the companies during a crisis should be clear, positive and through the right channel to help the company regain its reputation on the market. Advertising is the best way to convey the message across the world because the crisis situation that has come up in one market can soon catch-up in the other markets where the company operates. The company has to connect with the consumers on emotional grounds because the crisis breaks down the faith of the consumers in the company. The recovery actions that support the statements also play an important role during the crisis situation. By following the above-mentioned communication strategies, organizations can achieve damage control as well as turn the crisis into an opportunity to grow.</abstract>

Keep calm and carry on: A crisis communication study of Cadbury and McDonalds

<abstract xmlns="http://www.w3.org/1999/xhtml">The number of social networking services (SNSs) users in Bangladesh is increasing at an accelerating rate. There are many who argue that SNS usage is destroying the students’ future by diminishing their academic engagement. The authors aim to investigate whether there is any relationship between students’ academic performance and their SNS usage. The study chose Facebook as a representative of SNSs because this is the most popular platform for online social connectivity and conducted a survey regarding the usage of Facebook among students of Business Administration from three private Bangladeshi private universities. The research results show that Facebook can be used for at least 21 academic tasks or goals and that these can be grouped into six major factors. Moreover, students opine that their online socializing does not reduce their study time, instead it helps them get the latest study related information, sharing courses, class schedules etc. After running a regression analysis, the authors conclude that the students’ level of engagement with the academic life through Facebook does not influence their academic results. The reason for this insignificant relation between academic results and academic engagement through SNSs may be due to the non-diversified course curriculum, the traditional way of delivering lectures and evaluating, limited study materials, non-receptiveness to technology-based learning etc. However, the authors propose to include SNSs as a study tool as it is a popular media and to conduct further research to better understand the effective way of using it in the education system.</abstract>

University of Chittagong, Chittagong, Bangladesh

Social networking in Bangladesh: Boon or curse for academic engagement?

<abstract xmlns="http://www.w3.org/1999/xhtml">Understanding entrepreneurship as being spatially rooted transforms it in a regional and national competitiveness factor. Despite the increasing importance of the territorial dimension in supporting economic growth at policy and declarative levels, in practice, in Romania, the territorial structure and spatial organization of the economy contributes little to the national value added. In this context, we study regional differences in entrepreneurial initiative and perception and their possible impact on the national competitiveness strategy. We use primary data collected in three Romanian regions (Centre, North-East, Bucureşti-Ilfov) and conduct a statistical analysis of the data. The results indicate different comparative regional profiles. The regional differences in the intentions, motivations, barriers and limitation for entrepreneurship confirm the theoretical view that personal motivations of becoming an entrepreneur are determined by environmental conditions. We conclude that the regional differences should be taken into account in the elaboration of the competitiveness policy, corroborated with the results of other similar studies.</abstract>

Bucharest University of Economic Studies, Bucharest, Romania

Regional differences in entrepreneurial perceptions and implications for the Romanian competitiveness policy

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