M30 - Marketing and Advertising: GeneralReturn

This study aims to statistically investigate the effects of an infodemic as an external stimulus on consumer decision processes based on the stimulus-organism-response theory (SOR). An infodemic is known as an epidemic of misinformation, and the literature on infodemics in marketing is quite limited. With the research model created for this purpose, the mediating role of brand trust (organism) in the relationship between both infodemic and positive word-of-mouth marketing (stimulus) and consumers' store visit intentions (response) is examined. The findings suggest that infodemic news and positive word-of-mouth marketing influence consumers' shopping behaviour. Being influenced by infodemic news does not have a significant effect on store visit intention directly, but it has a positive effect through the mediation of brand trust. In addition, both direct and indirect effects of positive word-of-mouth marketing on store visit intention are positive. This suggests that brand trust functions as a coping mechanism for consumers to deal with the uncertainty or negative impact of infodemic news and that consumers' store visit intentions can be increased by enhancing their trust in the brand. As a result, it emphasises the importance of brands developing various communication strategies to increase their credibility and influence consumer decision-making mechanisms.
Implications for Central European audience: The study aims to investigate the effects of infodemic posts and positive word-of-mouth marketing on consumers' trust in a brand and their intention to visit a store. By doing so, it seeks to provide strategic recommendations that companies can apply in their communications with customers. Data analyses show that being influenced by an infodemic does not have a significant direct effect on store visit intention, but it does have a positive impact through brand trust. Additionally, positive word-of-mouth marketing has both direct and indirect positive effects on store visit intention. The study highlights brand trust as a critical element that can mitigate the negative effects of infodemic news. It is recommended that businesses focus on sustainability projects, ethical practices and the principle of transparency to enhance brand trust.

A frequently discussed topic nowadays, especially in business, marketing or human resources, is the generation gap. Young people have a relatively strong environmental sense, which is also reflected in their choice of employment. When formulating the hypotheses, we proceeded from theories of social capital. Gen Z, which has grown up and matured in a fully digital world, attracts a lot of attention. This is evidenced by the many expert studies on the subject. One important reason for studying the behaviour and attitudes of Gen Z is their significant purchasing power. These people are on the rise or approaching the peak of their professional careers. In this paper, we focus on the topic of sustainability, attitudes towards waste management and electric vehicles. The paper aims to contribute especially to the analysis of the relationship between the declared benefits of the researched topics and the willingness to give up one's comfort to fulfil them. The analysis is based on primary data collected in 2023. The analysis conclusively confirms that the topic of sustainability is important for the young generation. Representatives of Gen Z exhibit a high level of critical thinking in the area of waste sorting and, in particular, the environmental benefits of electric vehicles. They are interested in real environmental benefits. The willingness to give up one's comfort is lower than the declared benefits of the phenomenon.
Implications for Central European audience: This paper addresses the topic of sustainability through the eyes of the young generation, specifically members of Gen Z. This is a topic of great importance for the European economy. The economic sector is forced to respect both EU regulations and the market environment, which, as our research shows, is not always in line with these regulatory interventions. Our research reflects the opinions of the young population in Czechia. Scholars can use the results for follow-up research studies, and so can practitioners in the field of marketing, strategic business orientation or human resources, especially when setting up communication with the young generation.

Cork is a natural, recyclable, non-toxic and renewable resource with unique functional characteristics that is part of a self-sustaining sector. It is increasingly being applied to fashion brands from its traditional use in the wine and construction sectors. This shift is posing new challenges, starting with the determination of the positioning axes that are viable to create brands with value. To answer this question, the methodology used consists of a three-step sequence that includes a series of interviews to identify potential positioning axes, a questionnaire with 152 answers to confirm the validity of these axes and then applying partial least squares structural equation modelling (PLS-SEM). The consumer-based brand equity (CBBE) pyramid model is used as the brand equity model. The results show that fashion brands of cork products can position themselves on the functional and symbolic axes. The axes are sustainability, Portugal, ecology, nationalism, heritage, lightness, creativity, biodiversity, softness, innovation, waterproofness and resistance. The application of PLS-SEM to the CBBE pyramid model has shown that brand equity can be built on the foundation of the validated positioning axes.
Implications for Central European audience: This study establishes a framework for the development of sustainable cork fashion brands, which are representative of the traditions or heritage that symbolically are a nation's identity. It comprises a structured sequence of interviews (to identify the positioning axes), a questionnaire (to ensure brand equity) and the application of PLS-SEM to the CBBE (to verify the compliance of the framework). Based on empirical evidence, this framework can be applied to other industries or products that want to create brands with value.

The widespread use of blockchain technology (BCT) and the growing awareness of the numerous opportunities it offers its users have been the focus of recent research. Digital natives are surrounded by technology from birth and are naturally inclined to embrace it, but previous research has not addressed their attitudes towards BCT. This paper aims to investigate digital natives' attitudes towards the use of BCT in Croatia. The survey method is applied and data from 518 questionnaires are analysed with PLS-SEM. Results show that privacy threat, social influence, trust in BCT and trust in the community of blockchain users have a statistically significant positive effect on intention to use BCT. The study identifies the importance of BCT use from the perspective of users who belong to the digital native category, developing a model to better understand behavioural intentions at the individual level and presenting a starting point for future research on this topic.
Implications for Central European audience: The research findings may be of interest to audiences in other Central European countries, where blockchain technology is an extremely important segment of emerging technologies and Central Europe in particular is experiencing exponential growth in the use of this technology. Policymakers in Central European countries can benefit from the findings of this study to formulate policies that support the growth and regulation of the blockchain industry, including information that can contribute to informed decision-making and policy formulation, ultimately contributing to the growth and success of the blockchain technology sector in the region. From a theoretical point of view, the research results represent a contribution to the study of consumer behaviour, especially from the perspective of the use of innovative technologies. The practical contribution is reflected in the possibility of applying obtained results in the development of adequate marketing strategies that help BCT providers improve the quality of their offer and thus meet the modern demands of the digital natives’ segment.

Successful service recovery is one of the major tasks for every service provider. This paper transfers the theory of service recovery from traditional industries to the spectator sport context, more precisely to football. A satisfied and committed consumer is one of the main goals for every business entity, as well as for football clubs. The main purpose of this paper is to examine factors that predict satisfaction with service recovery and its outcomes in the context of the spectator sport industry. The research methodology used previously established scales related to service recovery satisfaction in terms of other industries, which are modified in order to meet the requirements of this research. The research was conducted on 408 active consumers of services provided by Croatian football clubs. The research results show that perceived service recovery equity affects recovery satisfaction in terms of football as the most popular spectator sport in the world. Furthermore, it has been established that recovery satisfaction predicts satisfaction with club services and trust in football clubs. Relationships between predictors such as recovery satisfaction, satisfaction with club services, trust and its proposed outcome, such as commitment towards the club could not be supported. This could be due to the fact that spectator sport consumers possess enormous emotional and psychological loyalty towards the club, which surpasses traditional consumer theory understanding. Furthermore, a significant relationship between consumer commitment and positive word of mouth has been established.
Implications for Central European audience: Obtained results can also be of interest for audience from other Central European countries where football is also an extremely important part of their leisure activities and overall culture. 

The whole world is trying to keep the coronavirus under control. However, it is certain that the consequences of coronavirus do not affect the world economy but also health care and health-conscious consumer behaviour. The first wave of coronavirus came under control when the second wave appeared. What impact will this wave have on consumers’ health consciousness? The article focuses on examining the difference between the level of health consciousness at the time of the decline of the first wave and the release of measures against coronavirus and the second upcoming wave of the mutated version of the virus. The main goal of the state is to examine the level of health consciousness and follow the recommendations of W.H.O. against the spread of coronavirus in Slovakia and Hungary during the decline and re-emergence of coronavirus. The research consisted of two phases - the first phase after the first wave of the pandemic and the second during the onset of the second phase. The one-way ANOVA test and linear regression analysis were used to explore the relationship between health consciousness and W.H.O’s recommendations in the fight against coronavirus. The results indicate a close connection in the conditions of Slovakia and Hungary. At the same time, we concluded that health consciousness changes due to the acuteness of the situation. The results can be used in many fields (medicine, sociology, psychology, marketing), both theories and practice.
Implications for Central European audience: European countries, as well as the whole world, are fighting the coronavirus. Preliminary results suggest that the second wave will bring more infected. Health consciousness and prevention provide the best opportunity to fight coronavirus in times without an effective vaccine. It is, therefore, the role of the responsible authorities to examine the level of health consciousness and to try to influence it positively. The results suggest that only proper consumer information and adherence to the basic recommendations of W.H.O. can positively affect the level of health consciousness.

The corporate brand represents a global set of perceptions of the unique functional and emotional attributes associated with it. These are the result of interactions of all the impressions, experiences, feelings and knowledge of all participating sides based on the products of the company, management style, and the planned or unscheduled communication activities. The study aims to describe Czech Millennials using demographic criteria in relation to their brand perception. The questionnaire was used as the research technique for gaining the primary data. The respondents were questioned about their opinions and perceptions of many issues such as attitudes towards brands, life values, willing to pay, making decisions, searching and buying products, preferences in the field of stability, having fun. Several statements from the questionnaire were tested for the purpose of this paper connected to the sense and sensibility in the decision buying process of Millennials as the consumers in the marketplace of the Czech Republic as one of the Central European countries. Afterwards, the Millennials are classed according to these pre-selected variables into groups by using a cluster analysis in such a way as to ensure the greatest similarity within the clusters and the greatest variation between clusters. Two clusters were formulated. From the carried out survey is obvious consumers with a lower degree of education are more emotional when they purchase goods than consumers with other achieved degrees of education. In relation to gender, we can allege that women are much more motivated by emotions. Younger Millennials are more likely to be motivated by emotions than older ones.
Implications for Central European audience: Businesses in the 21st century, especially in developed markets should focus on the adequate targeting of selected market segments to use adequate marketing programs because the use of mass marketing approaches in different areas of business is currently uncompetitive and sometimes totally impossible. Proper targeting has a significant impact on consumers' behaviour and their brand perceptions. The Central European countries such as Poland, the Czech Republic, Hungary, Liechtenstein, Germany, Switzerland, Slovakia, Slovenia and Austria, with a population exceeding 165 million, represent a solid and an attractive market for business opportunities. Ordun (2015) claims that customers (consumers) of so-called generation Y (also said as  Millennials) are said to be the second-largest population all of the world. It represents an occasion as well as a challenge not only for business units. Individuals of this generation have very strong buying power but they can as well influence the buying decisions of their parents and children. Moreno, Lafuente and Moreno (2017) present the findings of their research that suggest that Millennials were born in the time period when the technology is understood as an important part of people´s life in all aspects. Thanks to this fact Millennials perceive buying process as joy and their loyalty to purchased brands is relative. They are supposed to spend the money which they earn quickly using the online shopping channels.  The current research projects in the area of the currently ongoing and still unfinished phenomenon of the generation

The adverse effects of the pandemic (COVID-19) are already reflected in the Slovak economy. At the same time, some experts warn that the pandemic is not over and may manifest itself in the second wave. The article examines the concept of Health consciousness as one of the possible (preventive) measures in a pandemic. The aim is fourfold: 1. to measure the level of health consciousness in normal conditions 2. to measure the level of health consciousness during a pandemic 3. to examine the differences between these levels and 4. to determine the true meaning of health consciousness in a pandemic. A sample of 384 respondents was employed in the research to collect the empirical data. The sample was selected by the quota method. The study consisted of two phases - the first phase before the pandemic and the second phase during the pandemic (COVID-19). The one-way ANOVA test and linear regression analysis were used to explore the impact of selected factors on health consciousness in the Slovak population and to verify the hypotheses. The results of the research indicate that health consciousness increased sharply during the pandemic. At the same time, selected demographic factors were confirmed as factors influencing the level of health consciousness. The level of health consciousness can affect the frequency of infections. The results can be used in many fields (medicine, sociology, psychology, marketing), both theories and practice.
Implications for a Central European audience: The development of the Slovak economy at the end of 2019 led to a more positive estimate of GDP growth and other economic indicators. The situation has changed in the context of the pandemic. Especially small and medium-sized enterprises represent a vulnerable place in the Slovak economy. We must look for possible ways to eliminate the pandemic and at the same time look for effective preventive means that could be used in the event of a second wave or another pandemic to protect human lives as well as the state economy.

The purpose of this paper is to identify the centers of corporate dominance in Germany, and the main drivers of recent headquarter relocations within the country. The analysis is based on a literature review, a database comprising the 10,000 most significant companies in Germany and additional research for qualitative input to support the interpretation of the findings. The findings show that corporate dominance in Germany is decentralized. Centers with relative corporate dominance tend to host a higher proportion of public limited companies. These public limited companies had a turnover of over one billion Euros, and most of these companies were founded after the year 2000. The main drivers for recent HQ relocations were corporate restructuring (mergers and demergers) and the centralization of functions. Furthermore, it has been found that differences in the trade tax burden between municipalities have had no influence on recent relocation decisions within Germany.

This paper aims to define the consumer journey of children through their childhood stages and provide specific touchpoints relevant for a given age, which could be integrated into the marketing communication of car brands to start building this young audience as future buyers. A qualitative study of children in different age brackets was used to identify their current and potential touchpoints with the car industry. The results of the study present specific stands on the prepurchase stage of the children’s consumer journey where the brand might interact with children and build the long-term positive attitudes of this group of potential customers. Specific implications for the industry in terms of understanding the language of the mobile game applications, computer games, YouTubers and integrating those specific activities into the brand’s marketing communication are highlighted for the car industry marketers.

Conceptual evolution of the Internet and Web, substantiated through Web 2.0 and the emergence of online social networks, reinvented the way that enterprises interact with their customers. Museums, as cultural institutions with an important mission, are not unaffected by that change, however. In order to fulfil their duties and societal purpose successfully, they have to attract visitors' attention and engage the public effectively in a highly competitive and saturated environment. The goal of this paper is to analyze and compare the social media presence of museums in two European capitals. It focuses on museums in Prague and Berlin, and considers their general Web presence and the dynamics of activities on Facebook. In order to understand the integrative social media approach of museums in both regions, we investigated additionally Twitter and Youtube presence among museums with a Facebook account. The study reveals a lower presence of Prague museums both on the Web and in the identified social media networks, in comparison to Berlin museums. Moreover, we conclude that the presence of both regional museums on social media networks is low, while the integration and simultaneous application of more networks at the same time are negligible, both for Prague and Berlin museums.

This paper examined customers' perceived importance and performance of shopping center ambience on the examples of the Mercator shopping center and Sad Novi Bazaar shopping center in Novi Sad, Serbia. The shopping center ambience was examined through exterior and interior attributes. It was found that a number of them are very important to customers and their shopping behavior. According to the present research, the most important exterior attributes are: address and location, parking availability, congestion and traffic, exterior display windows and entrances. The most important interior attributes are: cleanliness, temperature, merchandise, lighting, music, scents, absence of tobacco smoke, width of aisles and P.A. usage. The paper also provided information for two studied shopping centers with ambience attributes that performed well or not and everything was presented on the importance-performance grids, which can serve managers as guidelines for further development.

This article focuses on the increasing consumption trend of counterfeit goods in the countries of CEE and on the consequences for the global market. Counterfeiting is no longer typical only for the luxury market, where branding together with genuine source play a crucial role and the business of top luxury has been rising during the crisis. New categories of counterfeit goods are emerging constantly, including electronics and computer parts, pharmaceuticals, and even FMCG such as food, beverages or cosmetics. This article presents data from GfK research on attitudes towards counterfeit goods in Slovakia and puts it into the context of other CEE countries. It gives clear managerial implications on how to communicate the importance of originality, benefits for the consumer when consuming original goods and social marketing of ethical consumption. The managerial implications are specifically targeted for luxury businesses, on-line shops and FMCG producers.

This article presents an in-depth study based on open-source data analysis (Edelman Trust Barometer and European Communication Monitor) concerning the general loss of trust, which both commercial companies, governments and, on a minor scale, also NGOs have been experiencing since the Global Financial Crisis in 2008. Trust is an essential line of corporate communications, public relations and reputation management of companies and it is personalized by the CEOs and top management. According to the data, the trust of CEOs saw the biggest decline in the U.S. while in Slovakia the trust is still quite high; on the contrary, in the E.U. in general, the level of trust of CEOs reached a historical minimum of 30%. The overall shift from trusting the traditional authorities, such as government, CEOs and official representatives to academics, stakeholders, employees and general "vox populi" can be seen globally. The aim of this article is to define trust and the social and communications context of building trust as a key factor in a company's reputation. Finally, clear managerial implications on reputation management focusing on Czech and Slovak CEOs and businesses will be given.