Central European Business Review, 2015 (vol. 4), issue 2

Editorial

Editorial

Ondřej Machek

Central European Business Review 2015, 4(2):3 | DOI: 10.18267/j.cebr.120

Articles

Brand Revitalization: Don't Let Your Brands Turn into Sleepyheads

Živa Kolbl, Maja Konečnik Ruzzier, Tomaž Kolar

Central European Business Review 2015, 4(2):5-11 | DOI: 10.18267/j.cebr.121

Brand revitalization is a process, which is often necessary when the brand's offer of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization....

The Latest Trends in the Corporate Sustainability and its Implications for Czech Businesses

Zuzana Křečková Kroupová

Central European Business Review 2015, 4(2):12-20 | DOI: 10.18267/j.cebr.122

This paper analyzes the state of corporate sustainability in the Czech Republic compared with world trends, including case studies of best practices. Corporate sustainability has developed from ad hoc activities dominantly focused on cost-cutting or corporate image improvements to strategic issue requiring the attention of corporate boards and top management. The development of sustainability as an integral part of corporate existence comprises of the following managerial implications: strategy, collaboration, and implementation. The strategic component requires mission reformulation, strategy redefinition and involves the board and top managers' broader...

The Impact of Customers' Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry

Ovidiu-Ioan Moisescu

Central European Business Review 2015, 4(2):21-30 | DOI: 10.18267/j.cebr.123

The goal of the current research is to analyze the impact of customers' perceptions of corporate social responsibility (CSR) on their loyalty towards mobile telecommunication companies within the particular socio-cultural and economic context of one of the largest national markets of Central and Eastern Europe. In order to achieve this goal, a survey was conducted among a sample of 1,464 mobile telecommunication customers from the urban area of Romania. The findings point out the fact that Romanian mobile telecom customers' loyalty is not significantly impacted by how they perceive their service suppliers' responsibilities with regard to their employees...

Investigating Contagion and Market Interdependence during the Global Financial Crisis

Filip Iorgulescu

Central European Business Review 2015, 4(2):31-39 | DOI: 10.18267/j.cebr.124

This paper examines the roles played by market interdependence and contagion in the propagation of the 2007-2009 global financial crisis. For this purpose, five aggregate indices were employed, representing all the major financial markets from each geographical region. The data series are daily and they cover the period between 2002 and 2014. The presence of contagion and market interdependence was assessed by means of the values and value changes of the correlation coefficients between the ante crisis (2002-2007), the crisis (2007-2009) and the post crisis (2009-2014) intervals, as well as with the aid of a spillover index. The results indicate a...

Does the Financial System Promote Sustainable Development? Evidence from Eastern European Countries

Ioana Andrada Moldovan (Gavril)

Central European Business Review 2015, 4(2):40-47 | DOI: 10.18267/j.cebr.125

This article aims at analyzing the relationship between sustainable development and the financial system, mainly focusing on the role that the financial system plays within the process of sustainable development. Theoretically, the financial system could be a very important factor to promote sustainable development, as it could foster economic growth and development, efficient resource allocation, the protection of the environment and also social responsibility. Using panel data econometrical analysis, we tested for correlations between indicators of the financial system and indicators of sustainable development in five developing Eastern European...

Top Level Results of a Study of Czech Households' Awareness of the Food Advertising Industry's Self-Regulation Related to Children

Markéta Lhotáková, Květa Olšanová

Central European Business Review 2015, 4(2):48-59 | DOI: 10.18267/j.cebr.126

This paper is primarily focused on analyses of the research undertaken to understand the awareness of food advertising's self-regulation authority (Council for Advertising) and of the Czech Code of Conduct in the context of the growing issue of child obesity. The objective is to find out the perception of food advertising to children and awareness of regulation and industry self-regulation amongst Czech mothers. Our theoretical framework presumes dependence between the awareness levels and selected demographic variables. We conclude several actions to overcome low awareness of the Council of Advertising and its Code of Conduct and to transfer the industry's...