Purpose The human influence on the environment and its protection are subjects of
marketing communication, and numerous regulations were issued to control the “green” …

The aim of this paper is to find out how various product categories are influenced by rational
or emotional appeals and the level of involvement in purchasing decisions with regard to …

Objective: The article aims to investigate how patriotic entrepreneurship is understood by
Polish and Ukrainian entrepreneurs. Research Design & Methods: Qualitative research was …

Comparative advertising, the legislative regulation of which has long discouraged European
companies from using it, has become an essential component of promotion in recent …

Contribution/Originality: This study expands knowledge of COVID-19 consumer behavior
evolution by exploring its multifaceted dimensions, where previous research focused on …

This study conducts a bibliometric analysis to explore the relationship between consumer
emotions and purchase preferences within a Virtual Reality (VR) environment. Utilizing data …

Although the topic of sustainability communication has been extensively studied since the
1970s, there remain gaps and contradictions, eg the effectiveness of communication …

The purpose of this quantitative research study was to understand Generation Y and
Generation Z consumers' perceived understanding and beliefs of social issues and whether …

GİRİŞ Tüketici davranışlarına etki eden en önemli faktörlerden biri kültürdür. Kimlerin
hedeflendiği ve onların ne aradıklarını, neyi talep ettiklerini tanımlayabilmek, içinde …

Comparative advertising, the legislative regulation of which has long discouraged European
companies from using it, has become an essential component of promotion in recent …