<abstract xmlns="http://www.w3.org/1999/xhtml">

The aim of this paper is to find out how various product categories are influenced by rational or emotional appeals and the level of involvement in purchasing decisions with regard to selected demographic characteristics of Czech consumers. Scientific research is based on the theoretical assumptions of the Foote-Cone-Belding (hereafter FCB) model with newly formulated product categories that correspond to current Czech consumer behavior. The theoretical background of the paper covers the knowledge of cognitive consumer choice principles with emphasis on different appeals and a level of involvement within consumer decision. Primary research data were obtained using a questionnaire, on the online panel of research agency Ipsos, on 1,050 Czech respondents. The methods used are modified FCB grid based on previous research study, Kolmogorov-Smirnov test, Kruskal-Wallis test with a post hoc test using Dunn’s test with Bonferroni correction, and positional maps. The results reveal not only how the newly defined product categories are influenced by rational or emotional appeals and high or low involvement, but also the differences of the theoretical FCB model in comparison with its practical implementation. It is necessary to adapt (extend) this model according to the specific conditions and identification features of different segments. The newly introduced transformed nine-quadrants concept of the FCB model is proposed to be applied.
</abstract>

The appeals and level of involvement influencing purchasing decision

<abstract xmlns="http://www.w3.org/1999/xhtml">

The present study proposes the conceptual model, which traces the role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on the intention to purchase masstige brands and tests it for the moderating role of generational cohort membership (X-ers, Y-ers, and Z-ers). To explore the relationship between variables of interest, we used a quantitative survey-based research design and emphasised a single product category – consumer electronics and a single masstige brand – Apple. The online survey questionnaire was developed on the Google platform and distributed among residents of Bosnia and Herzegovina using a snowball sampling technique. In the end, we received 354 usable responses. We used structural equation modelling and multigroup analysis to test the proposed conceptual model. Our findings suggest that quality consciousness is the most significant predictor of consumers’ intentions to buy a masstige brand, followed by perceived brand equity. Also, our results indicate that the relationships between independent variables (consumer-based brand equity, quality consciousness, overall luxury value) and dependent variables (intention to purchase a masstige brand) are contingent on generational differences. The present study deepens our scholarly understanding of masstige consumption and contributes to the theoretical notion of generation cohort theory in the context of masstige consumption.
</abstract>

Exploring the antecedents of masstige purchase behaviour among different generations

<abstract xmlns="http://www.w3.org/1999/xhtml">

Technology provides opportunities for customers to access better service quality, which imposes the higher customer behavioral intentions. Ride-hailing service is the newly-emerged transportation medium in Vietnam market, surpassing the popularity of conventional vehicles (taxi, buses, for-rent bikes, etc.). While prior research has focused on the elements that influence customer behavioral intention in ride-hailing, this study sought to explain the process of establishing service quality through several variables before enhancing the customer intention. As a result, the research suggested and validated an integrated framework that included three components (perceived service quality, functional quality, and information quality) in addition to the classic service quality– customer behavioral intention model. The findings significantly confirm the fundamental conventional link between (1) Functional quality and Perceived service quality; (2) Information quality and Perceived service quality; and (3) Perceived service quality and Customer intention.
</abstract>

University of Economics and Business, Vietnam National University

Customer behavioral intentions in accepting technology-based ride-hailing service: Empirical study from Vietnam

<abstract xmlns="http://www.w3.org/1999/xhtml">

Since the 1960s, career success has been extensively studied from different angles. This paper aims to identify the main topics of interest covered by the literature throughout time frames defined based on the number of article citations. A Scopus database search was performed in November 2021, gathering 926 articles on career success that were analyzed in VOSviewer. The results show that several concepts were constant over the years, such as mentoring, mobility, income, education, gender, and culture, while other topics of interest were introduced more recently (e.g., career satisfaction, change, personality, networking, the link between the private and professional life, the relationship between objective and subjective career success). An understanding of historical career success research topics contributes to the development of future human resources strategies and policies.
</abstract>

Research Topics in Career Success throughout Time: A Bibliometric Analysis

Discovering the tutors’ perspective on the quality of internship programs in a pandemic context

<abstract xmlns="http://www.w3.org/1999/xhtml">

The metaverse is a controversial concept, hyped by some but viewed as a marketing strategy by others. Although the first mentioning of the metaverse dates back to 1992, it has gained attention in the last years, especially after Facebook changed its name to “Meta” in 2021. Based on immersive technologies such as AR and VR, digital interactions and commerce within the virtual world, the metaverse is expected to grow along with its enabling technologies. This article aims to discover the status of the adoption of the metaverse concepts in Romania, among people with digital skills. The analysis was performed based on an online questionnaire, posted on public social media accounts. The results of the study have shown that few people have tried applications within the metaverse, and even fewer have invested in metaverse tokens. People who played RPG or virtual world games seem to have used metaverse applications more than those who have not, thus, this could be a good driver for metaverse adoption. Awareness of the metaverse concept was not a driver of metaverse adoption. However, results show that people who purchase cryptocurrencies and NFTs would also be interested in the metaverse, more than people who have not transacted these digital assets.
</abstract>

The adoption of the metaverse concepts in Romania

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