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

Based on a retail fashion brand, this article investigates how brand experience affects brand equity when it is mediated by brand love. Actual consumers are well-informed, demanding, and prefer brands that can surprise them over time. As such, offering emotional signals, meaning development, and strategic planning are critical to success when it comes to building strong and enduring relationships with customers. Based on 560 responses to a survey conducted in-store, this study tests the influence of brand experience on overall brand equity, through brand love, using a model of structural equations. The findings imply that brand experience dimensions play a different role in eliciting emotional reactions, such as brand love, which helps to reinforce brand equity. Research on the paths to consumer-based brand equity in the retail environment is still scarce. Exploring this pathway using the customer-brand relationship theory and integrating brand experience and brand love has fascinating potential, but it is still unexplored. Finally, another strength of this research is the test of brand experience dimensions (sensory, intellectual, affective, and behavioral), thus offering more operational insights for theory and practice. The results are based on the study of one brand in one specific country, which limits generalizations. Managers should pay special attention to the emotional impulses provided by a brand to its customers. Building on these triggers via experiences strengthens strong emotional reactions like brand love, which contributes to brand equity.
</abstract>

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand

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

In any country, the healthcare system is an important sector whose major goal is to provide high-quality medical services and goods to maximize patient satisfaction. The purpose of this research is to introduce an analytical approach for presenting and classifying healthcare quality aspects which might have an impact on patient satisfaction. Therefore, this perspective is achieved by implementing an integrated Kano and fuzzy analytical hierarchy process (FAHP) Model which will grant the support for creating better and improved business strategies, as well as an efficient resource allocation. Our contribution to the literature focuses on the advantage of using an integrated Kano Model and a fuzzy analytical hierarchy process in classifying patients’ needs based on healthcare quality attributes regarding the healthcare staff and clinic’s facility design. Furthermore, this contribution represents a base for further research and completes with the efficiency and sustainability of the fuzzy analytical hierarchy process applied to the healthcare system. The results suggest that healthcare providers should focus more on performance attributes, to increase patient satisfaction.
</abstract>

Applying the fuzzy analytical hierarchy process for classifying and prioritizing healthcare quality attributes

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

This study examines the market orientation and corporate performance of domestic enterprises in the health industry. The aim of the study is to explore the existence and the nature of the connection between market orientation adapted by SMEs in the domestic health industry and the subjective, perceived success, and competitiveness of these businesses. Market orientation was measured by the internationally standardised MKTOR scale. Corporate performance was tested by means of a scale based on subjective perception, during which the relative weight of particular performance categories for the enterprise was taken into consideration. With regard to corporate performance, two categories were examined: competitiveness and effectiveness. The basis for the primary research was provided by personal interviews, including 251 items, conducted with marketing specialists (for lack of them, general managers) of businesses in the health industry. Data collection was carried out in 2018 in collaboration with a market research company. The connection between market orientation and corporate performance was assessed using linear correlation and regression analysis. The results of our primary research revealed a positive, medium-strong relationship between market orientation and corporate performance. With a more detailed examination of the dimensions of market orientation, customer orientation, and competitor orientation were found to significantly explain competitiveness and effectiveness. It has been shown that with the increase in rival spirit, the market orientation of companies accounts for the dispersion of competitiveness to an increasingly lesser extent. This means that, for some businesses with good capacity to compete, the propensity to compete is obviously the result of market orientation. All the while, as regards the rest of those businesses, other factors may play an important role (such as social capital, production structure, and strategy). Their precise result is that these companies are not ‘forced’ in the market to adapt the market orientation. Since the increase in market orientation leads to better corporate performance, companies should lay more emphasis on the improvement of their market orientation, especially in the cases when other factors of competitive ability are not possible for the company to acquire or the costs are too high.
</abstract>

Market orientation and corporate performance in the health industry

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

Among the efforts to create a company brand, the development of a successful employer brand is today not only a sign of a socially responsible business, but also a tool to achieve competitive advantages in the labour market, expand employment opportunities, and retain the best employees. The key values that influence the intention to join a company vary among different groups of employees, which must be taken into account when creating a successful employer value proposition (EVP). The purpose of this study is to assess the differences between the key values of employed and potential workers whose work is most on demand in the labour market (generations Y and Z, with higher education and those who obtain higher education). The research was conducted on the basis of a sociological survey of a representative sample of respondents (510 respondents). The main differences in the perception of the employer’s brand are identified by gender (higher value of safety in the workplace for women, and opportunities for personal development for men), as well as in the groups selected by the availability of experience: pay is valued highest by respondents with work experience; for those who have no work experience, the employer’s brand reputation is a more important factor. There are also significant differences in assessments of the importance of workplace safety, professional development, comfortable environment, and work-life balance.
</abstract>

National University of Water and Environmental Engineering

Employer brand: key values influencing the intention to join a company

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

Nowadays, entrepreneurial knowledge is assessed as having a significant role in supporting and promoting entrepreneurs in the process of starting and running businesses. In addition, the issue of effective entrepreneurship orientation, promotion, and support has become one of the significant tasks of education systems in many countries over the years. Therefore, developing the characteristics, capabilities, and knowledge of entrepreneurs is an essential part of the development policy of each country. A country with good education and adequate entrepreneurial knowledge will contribute to improving the knowledge of entrepreneurs. Furthermore, it will help solve the difficulties and risks facing entrepreneurs. This paper will research and analyze the differences in the influence of entrepreneurship education on entrepreneurial knowledge of entrepreneurs. This entrepreneurial knowledge is necessary and significant for each entrepreneur. The countries considered for this study are Eastern European countries, including Poland, Bulgaria, Croatia, Latvia, and the Slovak Republic. The study was carried out based on data collected from the global survey provided by the Global Entrepreneurship Monitor ‒ National Expert Survey ‒ Individual-Level Data in 2017. The research results show that there is some difference in the influence of entrepreneurship education on the entrepreneurial knowledge of entrepreneurs. In the case of the five studied countries, the level of education, human development, and national development cannot adequately explain the influence of entrepreneurship education on the entrepreneurial knowledge of entrepreneurs. The reasons are the difference in awareness, operating environment, and the need for entrepreneurs to have entrepreneurial knowledge. The results obtained contribute to promoting research on the influence of entrepreneurship education on entrepreneurial knowledge of entrepreneurs.
</abstract>

The differences in the impact of entrepreneurship education on entrepreneurial knowledge: a cross-country analysis

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