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- ItemAttitudes of manufacturers toward the value attributes of regional product brands(2024-10-22) Beran, VojtechThe increasing consumption of regional products is pivotal in fostering regional development, a phenomenon analyzed in various academic discourses. This article aims to contribute to the existing knowledge base by exploring the attributes of regional brands of products, specifically from the perspective of regional producers (regional brand of product holders). Unfortunately, this topic remains underexplored within academia, resulting in the need for an in-depth investigation. The article undertook a comprehensive analysis of articles in reputable databases such as Web of Science and Scopus, focusing on brand, brand equity, and regional product brands to address this research gap. The primary objective of this article is to describe the attitudes of regional brand producers towards attributes of brand equity in the case of regional brand products. The paper also presents the outcomes of quantitative marketing research. The research employed the computer-assisted web interviewing (CAWI) method, collecting data between November and December 2023. The presented research is based on a substantial sample of 101 respondents from the Czech Republic. The statistical software IBM SPS Statistics and XLSTAT program were subsequently used for data calculation and presentation. Semantic differential, descriptive statistics, and hierarchical cluster analysis were applied to the data analysis. It was found that some groups of regional producers have similar attitudes toward the attributes of regional product brands. All results and findings are then discussed. Exploration advances the understanding of regional product brands’ dynamics and provides a valuable foundation for future research in this field.
- ItemSuccess drivers of equity crowdfunding campaign. Empirical evidence from Poland(2024-10-22) Swacha-Lech, Magdalena; Kurek, RobertThe success factors of equity crowdfunding are already well recognized in the literature but have not previously been studied in Poland. The aim of the paper is to fill the research gap by identifying the determinants of equity crowdfunding success in Poland based on empirical data. The article investigates whether and how entrepreneurs’ conscious use of the non-financial benefits linked to equity crowdfunding (ECF) influences the campaign’s success in Poland. We used data from a survey on the determinants of the success of equity crowdfunding. We conducted the survey using CAWI and CATI methods between September 2021 and January 2022 in collaboration with the Biostat Research and Development Centre as well as Beesfund, Crowdway and FindFunds platforms. Fifty-six companies accepted the invitation to participate in the study. Ultimately, the logistic regression model estimation was based on data obtained from 49 companies (28 of which had already succeeded in the equity crowdfunding campaign). Using the acquired data, we estimated a logistic regression model. As the results of our research show, the likelihood of campaign success is increased by the perception of equity crowdfunding as a tool enabling the acquisition of product and market knowledge, while using this form of financing mainly to obtain funds adversely affects the likelihood of campaign success. The results confirm that in Poland, as in other European countries, equity crowdfunding is no longer seen as a source of last-resort funding but is becoming more than just a fundraising tool. We recommend that entrepreneurs who plan to use this form of financing take advantage of the knowledge and experience of investors and treat equity crowdfunding as a strategic or first choice.
- ItemThe influence of the Big Five, WOM communication and satisfaction on consumer loyalty in the Republic of Serbia(2024-10-14) Djukic, Suzana; Stankovic, JelenaThe concept of consumer loyalty plays an important role in business existence in the current competitive business environment. Consumer loyalty is researched in different ways by considering the characteristics of the consumer’s personality, mutual communication between consumers, and their satisfaction with the company, products/services and numerous other determinants. Consumer personality is a potential marketing strategy for increasing loyalty towards a company, product and/or service, because many customers choose products that match their personality. The manner of communicating and conveying the experience of the product also depends on the consumer’s personality traits, and this further affects a consumer’s loyalty. Also, consumer satisfaction is another concept of qualitative and quantitative assessment of consumers after purchase, and it is a predictor of consumer loyalty and a free source of promotion for the company. The authors’ goal is to examine the relationship between the concept of consumer personality, word of mouth (WOM) communication, consumer satisfaction, and loyalty on the mobile phone market in the Republic of Serbia, and then to make relevant conclusions about the mutual influence of the given factors in relation to the conducted empirical analysis. The data was obtained with the help of an online survey questionnaire, while the results were processed in statistical software packages for social sciences SPSS and AMOS. The research results show that all the researched variables included in the paper (Big Five, WOM communication, satisfaction) significantly influence consumer loyalty on the aforementioned market in the Republic of Serbia. The research explicitly builds on and contributes to previous literature on brand management, as it analyzes important predictors of consumer loyalty within a specific research area. Future studies could strengthen the existing literature by analyzing consumer loyalty towards a specific brand.
- ItemKey factors influencing the implementation of virtual reality in employee training(2024-10-11) Kristl Volfova, Monika; Egerova, DanaVirtual reality (VR) is rapidly becoming more popular and accessible. With the growing popularity of its use in the corporate sphere, there are already a number of publications that focus on adapting this modern technology to employee training. Unfortunately, they only focus on certain areas and lack a comprehensive view. This study focused on this research gap and is one of the first (and in the Czech Republic, the very first) studies investigating the key factors influencing the implementation of VR in employee training. The Delphi method was implemented using a total of 22 deliberately selected experts according to pre-selected criteria to ensure sufficient and relevant data. The Delphi method was conducted in 3 rounds, and 59 factors were obtained, which were divided into positive and negative, at the same time, in both these areas, the factors were categorized into 5 dimensions, which were determined based on the modified Khan’s framework. In the analysis of the third round, Kendall’s coefficient of concordance was calculated for each group. This study represents a significant contribution to the research on virtual reality as a tool for employee training. Moreover, the findings of the study are beneficial for companies, managers and human resources managers in terms of successfully implementing virtual reality into employee training.
- ItemThe welfare effects of digital infrastructure: Micro-level evidence from China(2024-10-11) Xie, Yuan-Qi; Liu, HuiOver the past 40 years of reform and opening-up, China has achieved remarkable progress in rural infrastructure development. Although some empirical studies have demonstrated a positive relationship between the provision of digital infrastructure and increases in agricultural output and farmer income in various developing countries, research exploring the impact of digital infrastructure on rural households’ welfare is rare. This gap represents a significant issue for policymakers and academic researchers in developing countries today. By matching micro-survey data with county-level digital infrastructure investment data, this paper empirically examines the effects and mechanisms of digital infrastructure on the welfare of rural households using ordered probit and mediation models. We found that digital infrastructure has a significant impact on rural households’ overall welfare levels. Mechanism testing revealed that digital infrastructure operates through at least three distinct pathways, positively affecting both the economic and non-economic welfare of rural households. Additionally, the level of human capital and regional economic development exhibit notable heterogeneous effects on the impact of digital infrastructure. The validity of the results was demonstrated through instrumental variable regression and a series of robustness tests. The reason behind this result lies in the fact that the improvement of digital infrastructure in rural areas enhances households’ ability to access resources, develop skills, and engage in decision-making processes. This objectively improves their living standards and meets their needs. The empirical findings of this study have important policy implications for strengthening rural digital infrastructure, further enhancing rural households’ digital skills, and ultimately improving their overall welfare.