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View article: The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship
The Power of Emotional Advertising Appeals: Examining Their Influence on Consumer Purchasing Behavior and Brand–Customer Relationship Open
Irrationality is a strong phenomenon in consumer behavior that significantly impacts final purchase decisions. Through holistic approaches, companies have become more oriented towards emotional experiences. This study investigates the emot…
View article: BEHAVIORAL MODEL OF BUSINESS CHANGE MANAGEMENT IN RELATION TO BUILDING COMPETITIVENESS IN MARKET ECONOMY CONDITIONS
BEHAVIORAL MODEL OF BUSINESS CHANGE MANAGEMENT IN RELATION TO BUILDING COMPETITIVENESS IN MARKET ECONOMY CONDITIONS Open
In the current market environment, the actual dynamics of the application of internal corporate factors is differentiated. The company thus tries to influence customers’ shopping behavior as effectively as possible. Therefore, it is import…
View article: The Importance of Irrational Purchasing Behaviour in Applying the Marketing Strategy of Selected Global Brands
The Importance of Irrational Purchasing Behaviour in Applying the Marketing Strategy of Selected Global Brands Open
Research background: The progress of business activity depends on current trends in customer shopping behavior in a global environment. The current trend is also becoming a factor of irrationality, which enters the process of purchasing be…
View article: The Importance of Probabilistic Analysis in the Application of the Marketing Strategy of the Selected Brand
The Importance of Probabilistic Analysis in the Application of the Marketing Strategy of the Selected Brand Open
Entering foreign markets can be an opportunity for some brands. Expansion contributes to developing competitiveness, building a brand and increasing profits, which will be reflected in overall business performance in a market environment. …
View article: The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy
The impact of the COVID-19 pandemic on the shopping behaviour of customers of selected global brand marketing strategy Open
Research background: Research will highlight the impact of the COVID-19 pandemic on Mc Donald’s brand marketing strategy. In the research, we will analyze the internal and external environment of the global brand. We will find out how the …
View article: Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal
Exploring the Affective Level in Adolescents in Relation to Advertising with a Selected Emotional Appeal Open
The correlation and perception of advertising on adolescents have been shown to be a key factor in the survival of subjective emotional states. In this research, we map the affective level in relation to emotions in the context of assessin…
View article: Marketing strategy applied in the environment of an international company
Marketing strategy applied in the environment of an international company Open
The escalating trend of globalization makes enterprises increasingly adapt to the international environment. This can be seen as very demanding and diverse. However, there are many multinational corporations currently being active worldwid…