This special issue follows our conference, which was held in October 2021 and attended by beer historians and sociologists from the U.S., Europe and Australia. By taking beer as a lens to approach questions of knowledge transfer and circulation, we seek to refine our historical understanding of...

Within the internal research plan of the Research Institute for Agrarian Economy and Rural Development, runs the project entitled "Marketing studies for sustainable agri-food products and consumption behavior analysis, in the European Strategy from farm to Fork objectives context". This paper...

Unternehmen aus verschiedenen Branchen wie Gaming, Reisen und Einzelhandel erkunden derzeit, welche Marketingpotenziale das Metaverse bietet. Es besteht jedoch noch große Unsicherheit über effektive Strategien in dieser neuen "Welt". Da die Forschung noch am Anfang steht, möchten wir zu einem...

Der Beitrag zeigt auf, wie sich die Presse- und Öffentlichkeitsarbeit des Statistischen Bundesamtes in den letzten Jahrzehnten von der reinen Verbreitung hin zu einer digitalen Kommunikation entwickelt hat. Erste Impulse setzte die um die Jahrtausendwende beginnende Digitalisierung, die sich...

Since the growth of the art market into a capitalized global art industry, public and academic discourse on art auctions has been dominated by record prices. Despite the financial potential of art auctions as well as the public and academic interest in art, understanding of auction prices is...

Obwohl Unternehmen vermehrt Künstliche Intelligenz (KI) für verschiedene Marketinganwendungen (z. B. zur Entscheidungsfindung von Managern) einsetzen, ist das derzeitige Verständnis immer noch begrenzt. Es besteht eine Wissenslücke, wie Marketingmanager im Zeitalter der KI erfolgreich sein...

Der Beitrag zeigt auf, wie sich die Presse- und Öffentlichkeitsarbeit des Statistischen Bundesamtes in den letzten Jahrzehnten von der reinen Verbreitung hin zu einer digitalen Kommunikation entwickelt hat. Erste Impulse setzte die um die Jahrtausendwende beginnende Digitalisierung, die sich...

Since the 1950s, mineral water has been a ubiquitous mass consumer commodity in Germany. This was due to higher incomes and changing consumer behaviour, which manifested itself in rising consumption. From 1958 onwards, the mineral water industry surveyed its customers by employing qualitative...

In the 1970s, the German malt beer market was a niche market that had not developed in parallel with the general increase in beer consumption and the strong growth in soft drinks consumption in the post-war years. Malt beer also had the image of being a drink for children and nursing mothers. In...

Food labels are supposed to quickly inform consumers about the nutritional values of products. We provide evidence that in a system where labels are voluntary, they are systematically distorted. The probability of finding a label on a product of the category with the highest nutritional value is...

A tanulmány a politikai csere és a napirend-befolyásolás kapcsolatát vizsgálja meg a politikai termék fogalma segítségével. A szerző a 2022-es országgyűlési választáson a politikai termékek és napirendi témák fontosságának választói észlelését vizsgálta meg, és...

A tanulmány különböző reklámokban bemutatott diverz és szexualizált női ábrázolásmódot vizsgál az eddig még hazánkban kevéssé kutatott Z generációs nők körében. A kutatás keretén belül kiemelt figyelmet kap a nőket bátorító femvertising típusú hirdetés és annak...

The Role of Facial Enhancement Technology in Online Sales of Branded Color Cosmetics This is an article-based dissertation. The author conducted three published studies to support this dissertation during her PhD studies. It includes three quantitative studies. The purpose of this dissertation...

Our goal is to introduce the term designcommunication written in one word, a creative, academically based design approach combining theory and practical experience as good as possible in various application settings, be it education, scientific research, concept, product or system development....

Purpose: To understand how users of online marketplaces process market signals in their decision making and whether this depends on if the good is of high or low involvement. Design/methodology/approach: The paper employs a mixed methods approach. Study 1 draws on an analysis of interviews with...

A TANULMÁNY CÉLJA A szurkolók csapathoz való kötődésének kialakítása és újabb szurkolók klubhoz vonzása egy fejlett sportgazdaságban elengedhetetlen. Magyarországon ez a téma évtizedes megoldatlan problémát jelent, miközben látványos beruházásokkal új stadionok...

This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the research evidence for crowdfunding and considers how it might be successfully implemented....

As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and...

Purpose The paper aims to reveal the impact of relationship marketing (RM) practices adopted by companies in emerging markets on their market and financial performance (FP) over a long-term, 13-year perspective. Design/methodology/approach The research design combines primary empirical data from...

This article explores the relationship between useable pasts and tourism to show how towns reinvented themselves using their local and unique histories throughout the eighteenth and nineteenth centuries. To achieve this, the article focuses its attention on the growing influence and importance...

The article focused on customer loyalty and examined the factors that influence end-users' loyalty and attitudes towards domestic manufacturers. Factors such as price, quality, place, promotion, satisfaction, awareness, and trust were chosen to measure customer loyalty towards domestic...

Since the 1950s, mineral water has been a ubiquitous mass consumer commodity in Germany. This was due to higher incomes and changing consumer behaviour, which manifested itself in rising consumption. From 1958 onwards, the mineral water industry surveyed its customers by employing qualitative...

In the 1970s, the German malt beer market was a niche market that had not developed in parallel with the general increase in beer consumption and the strong growth in soft drinks consumption in the post-war years. Malt beer also had the image of being a drink for children and nursing mothers. In...

This research extensively discusses the connection between destination image and films influencing tourism. Despite the worldwide fame of the James Bond saga and extensive publications on the subject, research into the role of tourism promotion in the image of destinations is still scarce, and...

The automotive trade is one of the main drivers of world economies, contributing to the sustainability and competitiveness of countries at a global level. The luxury sub-segment is the one facing the most significant growth and the one which presents the greatest challenges in the...

The research aims to explore consumer perceptions of masculinity in advertising in an innovative approach. The authors aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine character. That would help the advertisers understand what...

Despite extensive research on the impact of ambidexterity strategy on firm performance, little is known about how team and individual factors affect innovation performance in new-venture businesses. In response to the call for research on the topic, this study examines the relationship between...