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Successful service recovery is one of the major tasks for every service provider. This paper transfers the theory of service recovery from traditional industries into the spectator sport context, more precisely -football. A satisfied and committed consumer is one of the main goals for every business entity, as well as for football clubs. The main purpose of this paper is to examine factors that predict satisfaction with service recovery and its outcomes in the context of the spectator sports industry. The research methodology used previously established scales related to service recovery satisfaction in terms of other industries, which are modified in order to meet the requirements of this research. The research was conducted on 408 active consumers of services provided by Croatian football clubs. The research results show that service recovery perceives equity impacts recovery satisfaction in terms of football as the most popular spectator sport in the world. Furthermore, it has been established that recovery satisfaction predicts satisfaction with club services and trust in football clubs. Relationships between predictors such as recovery satisfaction, satisfaction with club services, trust, and its proposed outcome, such as commitment towards the club could not be supported. This could be due to the fact that spectator sport consumers possess enormous emotional and psychological loyalty towards the club, which surpasses traditional consumer theory understanding. Furthermore, a significant relationship between consumer commitment and positive word of mouth has been established. // Implications for Central European audience: Obtained results can also be of interest for audience from other Central European countries where football is also an extremely important part of their leisure activities and overall culture.

The purpose of this paper is to explore the relationship between market orientation, innovation resources and companies’ financial performance. Focus is put on the mediator role of proactive market orientation (PMO) in the relationship between reactive market orientation (RMO), innovation resources and financial performance in the context of Central and Eastern European (CEE) countries. Research builds on reliable scales. Four hundred and fifteen usable questionnaires were collected from companies in Slovenia with more than 20 employees. The results show a strong and positive relationship between RMO and PMO. The impact of RMO on innovativeness as an element of organisational culture is both positive and stronger than the impact of PMO. PMO proved to have a significant positive influence on the capacity to innovate. While innovativeness alone does not directly influence financial performance, the results do confirm the positive impact of an organisational capacity to innovate on financial performance. The finding of our paper is that when PMO was included as a mediator between RMO and the capacity to innovate, the result was that this indirect impact proved to be one of the strongest in the model. Also, it proves that in CEE countries, it is important to stress the influence of market and market orientation in building innovation resources and consequently financial performance. The limitation of the current study is that we considered the relationship only among few marketing resources and organisational performance. In future research, additional measures of market performance may be introduced as mediators between innovation resources and financial performance.

Since the Balkans have not been covered with regards to franchising in any comprehensive fashion in the past, this study represents a first look at the topic in this part of the world and contributes to the literature on franchising in emerging economies. This research contrasts the development of franchising in the ten Balkan countries of Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Kosovo, Macedonia, Montenegro, Romania, Serbia, and Slovenia. A comprehensive overview of the franchise industry and its history is created for each country, integrating economic and franchise infrastructure development. The study reveals severe deficiencies in the region with regards to the availability of official data and a lack of specific legislation with regards to franchising and disclosure mandates, as well as education about franchising and a reliable legal environment. Implications for researchers and policy makers conclude the study.

In the present research, we examined whether emotional responses determine price fairness perceptions and resulting behaviours. The relationships among negative emotional response, price fairness perception, self- protective behaviour, and negative word-of- mouth were hypothesized and empirically investigated. Furthermore, the moderating role of moral foundation was addressed and tested. Results indicated that there is a strong relationship between negative emotions and price fairness perceptions. While the latter had no significant effect on self-protective behaviour, it had a noticeable one on negative word-of-mouth. There was also a significant positive relationship between the two types of behaviours, where self- protective behaviour positively influenced negative word-of-mouth. Furthermore, the relationship between price fairness and negative word-of-mouth was significantly greater among respondents who scored higher on the moral foundation scale. Such results indicate that behaviour of those with a higher moral foundation appears to rely more on price fairness, while the behaviour of the second group (respondents with lower moral foundation scores) is determined primarily by emotional response. Our research contributes to the knowledge of consumer behaviour by providing an insight into different customer reactions regarding what they perceive to be unfair prices.

Purpose – The purpose of this study is to explore three different loyalty types (loyalty to accommodation provider, destination loyalty, loyalty to the style of holiday) and how they are related to tourist satisfaction and experience motivation. Design/methodology/approach – Data were collected in the Opatija Riviera, Croatia, using an on-site survey. In total, 169 useful questionnaires were subjected to further analysis. Since this study develops a new model, exploratory factor analysis (EFA) was performed first, followed by structural equation modeling (SEM) using the partial least square method. Findings and implications – This study found that, among three loyalty types, overall satisfaction has the highest influence on loyalty to the style of holiday. Furthermore, this study revealed an important role of loyalty to the accommodation service provider in predicting destination loyalty. Limitation – The study has several limitations: (1) the research was limited to only one destination over a relatively short period of time; (2) some potentially important controls, e.g. income, education and gender, were neglected; (3) the study provides an explanation of structural relationships without testing potentially important differences on the path level. Originality – This study offers a new perspective of loyalty in the tourism and hospitality business, as these loyalty types have not been connected and tested together to date. It contributes to the existing findings of loyalty research in terms of new insights into tourism research methods, which were previously criticized as uninventive., Svrha – Svrha je rada istražiti tri različite vrste lojalnosti (lojalnost pružatelju usluga smještaja, destinaciji i tipu odmora) te njihovu povezanost sa zadovoljstvom turista i motiviranošću doživljajem. Metodološki pristup – Podatci su prikupljeni u sklopu terenskog istraživanja na Opatijskoj rivijeri, Hrvatska. Ukupno je prikupljeno 169 korisnih anketnih upitnika koji su se koristili za daljnju analizu. S obzirom da se u istraživanju predlaže novi model, prvo je provedena eksplorativna faktorska analiza (EFA), potom modeliranje strukturnih jednadžbi (SEM) metodom parcijalnih najmanjih kvadrata. Rezultati i implikacije – Na temelju istraživanja dokazano je da ukupno zadovoljstvo ima najsnažniji utjecaj na lojalnost tipu odmora. Nadalje, otkrivena je važna uloga lojalnosti pružatelju usluga smještaja u predviđanju lojalnosti destinaciji. Ograničenja – U radu se mogu istaknuti sljedeća ograničenja: (1) istraživanje je ograničeno na jednu destinaciju u relativno kratkom vremenskom razdoblju; (2) određene potencijalno važne kontrolne varijable nisu uključene u istraživanje, kao što su dohodak, obrazovanje i spol; (3) u radu je provedeno strukturalno modeliranje bez testiranja različitosti razine hipotetskih veza. Doprinos – Rad nudi novu perspektivu lojalnosti u turizmu i ugostiteljstvu uvažavajući da se radi o prvom istraživanju u kojem se povezuju i zajedno testiraju različite vrste lojalnosti. On doprinosi novim saznanjima o istraživačkim metodama na temu lojalnosti koje su se u prethodnim istraživanjima kritizirale kao ne inovativne.

Collaboration between company and its suppliers is important in providing value to customers, especially in the age when companies are dominantly trying to focus on lowering costs to be more effective. But not just cost-effectiveness is a driving principle for all companies. Some companies are oriented towards establishing relationships with suppliers in order to provide value to customers. Hence, purpose of this paper is to explore relationships between companies and their key suppliers and to identify what influences their collaboration activities. Primary research was conducted on 182 Croatian companies, applying scales identified in previous research. Factor analysis and multivariate linear regression analysis were applied in analyzing research results. Results indicate that there are several benefits that companies perceive key suppliers are providing to them. Market and scout function, quality function, social support function, rescue function and innovation development function are some of them. These functions (supplier benefits), influence company future collaboration with key suppliers and consequently influences co-creation. Research results identified that quality, social support and innovation development function influence company’s future collaboration activities. Based on these results implications for marketing managers are offered and ideas for co-creation provided.

The purpose of this paper is to explain the role of market mavens in the tourist sector and to explore the importance of tourist experience co- creation in increasing loyalty to service providers. A survey was conducted on a sample of 425 Croatian residents who had travelled at least once in the year before the study. Two hypotheses were set and empirically tested by partial least square structural equation modelling (PLS-SEM). This research confirms that market mavens are inclined to share tourist experiences and to engage in tourist experience co-creation. It also shows that if market mavens are co-creating tourist experience with travel professionals they are more likely to continue to collaborate with the same service provider, hence, demonstrating loyalty. This paper contributes to knowledge of consumer behaviour in tourism by emphasising the role of market mavens in co-creating tourist experience. The scientific contribution is found in testing the influence of market mavens on co- creating tourist experience and loyalty to service providers. The paper also explains the implications for service providers in tourism. Learning about the influence of market mavens on the process of co-creating tourist experience can help service providers to engage more with these individuals to enhance their loyalty.

Purpose The purpose of this paper is to explore the antecedents of product evaluations and behavioural intentions regarding fast-food restaurants. Research tests the moderating effects of tradition on selected relationships in Croatia and Serbia. Further, it tests consumer willingness to use services in domestic and foreign fast-food restaurants. Design/methodology/approach Samples were collected from 332 and 362 respondents from Croatia and Serbia, respectively. The validity of the model was tested with confirmatory factor analysis, and structural equation modelling was used to determine main and interaction effects. Findings For both foreign and domestic fast-food restaurants, variety seeking and cosmopolitanism had a positive impact on consumer evaluations and behavioural intentions, while the desire for unique products had a negative impact. Personal innovativeness had a positive impact on evaluations and intentions regarding foreign restaurants but a negative impact for domestic restaurants. A moderating effect of tradition was more present in the Serbian sample. Originality/value This study is the first to use the theory of planned behaviour and theory of social identity to investigate the impact of variety seeking, desire for unique products, cosmopolitanism and personal innovativeness on consumption in fast-food restaurants in two emerging countries in the country of origin context. Furthermore, it also provides information for researchers and marketers on fast-food consumption antecedents in different countries. New insights are provided for the moderating role of tradition.

Contributing to the research on sustainable consumption, we propose a conceptual framework for examining the antecedents of two forms of sustainable consumption behavior of young adults—namely, pro-environmental and pro-social consumption behavior. The theory-driven conceptual framework presented and tested in this study is focused on consumer engagement. Determined by self-identity and consumer values, the pro-environmental and pro-social consumer engagement of young adults was expected to enhance their pro-environmental and pro-social consumption behavior. In addition, we investigated how young adults' emotional intelligence moderates the strength of the effect of engagement on behavior. Based on data obtained from two countries, analyzed through structural equation modeling, our results show that pro-environmental engagement and pro-social engagement are significant predictors of young adults' pro-environmental and pro-social consumption behavior. Emotional intelligence boosts the effect of engagement on pro-environmental and pro-social consumption behavior, and it has a significant direct effect on pro-environmental behavior.

Uspješan razvoj turističke destinacije determiniran je proaktivnim djelovanjem svih njenih dionika. Ključni dionici turističke destinacije su, pored turista, zaposlenici u turizmu, poslovni subjekti u turizmu kao nositelji turističke ponude, lokalna samouprava, investitori u turističke sadržaje i lokalno stanovništvo. U radu se polazi od postavki da je lokalno stanovništvo zaposleno u turizmu ključni čimbenik koji pridonosi izgradnji prepoznatljivosti destinacije i njene diferencijacije u odnosu na druge turističke destinacije. Na osnovi rezultata prošlih istraživanja i istraživanja na terenu ispituje se kojim mehanizmima lokalno stanovništvo, a posebno oni koji djeluju i zaposleni su u turizmu, pridonose izgradnji marke turističke destinacije. U tu svrhu provedeno je ispitivanje putem anketnog upitnika na namjernom uzorku u više turističkih destinacija u Hrvatskoj. Utvrđeno je da svijest o marki turističke destinacije pozitivno utječe na percipiranu vrijednost marke turističke destinacije te da percipirana vrijednost marke turističke destinacije pozitivno utječe na odanost prema marki turističke destinacije, što u konačnici utječe na razvoj marke destinacije. Rad nije istražio sve utjecajne veličine na stvaranje marke turističke destinacije, u čemu je njegovo ograničenje, ali je ukazao na nova područja istraživanja i potencijal ponuđenih rezultata za upravljačke strukture u turizmu u izgradnji marke turističke destinacije., Successful development of a tourist destination is determined by proactive activities of all destinations’ stakeholders. Besides tourists, the key tourist destination stakeholders are: employees in tourism, organizations in tourism as creators of tourism offer, local authorities, investors in tourist capacity and local inhabitants. The paper builds on the postulation that local inhabitants employed in tourism are the key ingredient that contributes to developing distinguishing elements of a destination and differentiates it from other tourist destinations. Based on previous findings and field research, the paper discusses how local inhabitants, especially ones that are employed in tourism, contribute to the development of a tourist destination brand. With that purpose in mind, field research has been conducted using the questionnaire on a purposive sample of several tourist destinations in Croatia. Brand awareness positively influences brand value of a tourist destination and consequently brand value positively influences brand loyalty of a tourist destination. All this contributes to the development of a tourist destination brand. The paper focuses only on several antecedents of building a tourist destination brand, and this is perceived as paper limitation. But, nonetheless, the paper has indicated new research streams that should be applied and, also, research results offer ideas for managerial structures in tourism that are focused on developing a tourist destination brand.

Purpose – The purpose of this study is to examine Millennials’ selection of future travel destinations especially destinations they dream to visit as well as to identify pull factors that attract them to dream destination. As Millennials are becoming dominant travel segment it is important to explore how they evaluate and based on what characteristics they select their dream destinations they plan to visit. // Design/Methodology –The empirical research aimed to explore Millennials’ dream destination. Research framework is based on Morgan and Xu (2009) and Kapferer (2008) research. Also, information seeking patterns of Millennials are explored. Empirical research collected data of 420 European travel Millennials. Results were analysed using qualitative and quantitative research techniques. // Findings – Research results indicate that young travellers prefer to visit countries in South and Mediterranean Europe. Mainly choosing countries that are famous for their physical attributes and cultural interactions. Several pointed out beautiful nature, cultural heritage and sea & sun. Dream travel destinations are chosen as they offer destination- oriented and socially-oriented attributes. // Originality of the research – The paper contributes to understanding Millennials motives for planning future tourist destinations. Also, it contributes to identifying Millennials’ perspective in process of selecting future experience as tourists. The research results are valuable to marketing managers in tourist destinations to help them identify future travellers’ motives in selecting a tourist destination.

This paper aims to examine what kind of experience makes summer vacation memorable and consequently how it influences the overall satisfaction with a vacation experience. Based on literature review hypotheses were formulated in order to explore the multidimensionality of memorable tourist experience, the influence of different elements of memorable tourist experience on satisfaction with tourist vacation as well as the influence of satisfaction with vacation experience on the behavioural intention of tourists. For the purpose of the research, empirical research using paper and pencil questionnaire was carried out on the sample of 134 international tourists who visited traditional sun and sea destinations in Croatia in a broader Kvarner region during the summer of 2017. The research results, although of indicative nature only, point out that a memorable tourist experience consists of four different factors, namely hedonism and novelty, local culture, involvement and refreshment. Among them, local culture has the highest impact on overall satisfaction with summer vacation experience. Also, refreshment as a memorable tourist experience influences the overall vacation satisfaction. The research has also confirmed the positive relationship between the following elements: satisfaction with vacation experience on behavioural intentions that were measured through tourists’ intention to return to the destination, to recommend the destination to their friends and relatives, to share experience through social media and to spend more money in tourist destinations. The strongest relationship is between tourist satisfaction with vacation experience and the intention to recommend a destination followed by intention to revisit that destination if they feel satisfied with the experience provided. Managerial implications as well as limitations and ideas for further research are given., Svrha rada je istražiti koja vrsta iskustva turista najviše pridonosi nezaboravnom doživljaju ljetnog odmora i posljedično utječe na ukupno zadovoljstvo doživljajem na odmoru. Temeljem pregleda literature razvijene su i predložene hipoteze u cilju istraživanja višedimenzionalnosti nezaboravnog doživljaja turista, istraživanja utjecaja različitih elemenata nezaboravnog doživljaja turista na ukupno zadovoljstvo doživljajem na odmoru, kao i istraživanja povezanosti zadovoljstva doživljajem na odmoru i namjere ponašanja turista u budućnosti. Da bi se postigla svrha istraživanja, provedeno je empirijsko istraživanje pomoću anketnog upitnika koji je proveden na uzorku od 134 inozemna turista koji su tijekom ljeta 2017. godine boravili u tradicionalnim ljetnim destinacijama u Hrvatskoj na širem području Kvarnera, čija se ponuda temelji na moru i suncu. Rezultati istraživanja iako indikativni po svojoj prirodi ukazuju da se nezaboravni doživljaj turista sastoji od četiri različita faktora, odnosno od hedonizma i želje za novotarijama, lokalne kulture, uključenosti i osjećaja osvježenosti. Među njima lokalna kultura ima najveći utjecaj na ukupno zadovoljstvo s doživljajem na odmoru. Istraživanje je također potvrdilo pozitivnu povezanost zadovoljstva s doživljajem na odmoru i namjere ponašanja turista u budućnosti. Namjere ponašanja turista u budućnosti ispitivale su se kroz namjeru povratka u destinaciju, namjeru preporuke posjete destinaciji prijateljima i rođacima, dijeljenje iskustva putem društvenih medija te namjeru da se potroši veći iznos novaca u turističkoj destinaciji. Najsnažnija veza utvrđena je između zadovoljstva turista doživljajem na odmoru i namjere da se preporuči posjet destinaciji. Sljedeća po jačini je povezanost namjere da se ponovi posjet destinaciji ako su turisti zadovoljni doživljajem odmora. Također, rad sadrži i implikacije za menadžere te ograničenja i preporuke za buduća istraživanja.

This paper examines the relationship between digitalization and sustainable development and presents the composite index used for measuring the digital competitiveness of nations – the Digital Economy and Society Index (DESI). Today’s environment is highly dependent on technological capabilities. Tracking contemporary technological development is becoming crucial at both micro and macro level. One of the major revolutions in modern business is switching from traditional to digital business models for achieving higher competitiveness level. Digitalization is one of the primary impetus of today’s development. To accept and implement these changes, it is important to highlight the macromarketing role in this process. It is necessary to have concrete measures for identifying the shortcomings, good practices, and track the development. For this purpose, European Commission developed DESI to measure digital performance of European Union countries. This paper examines the DESI methodology and observes how the digital performance of EU affects main sustainable development components: economic, social, and environmental. Thus, the paper explores the correlations of DESI and other composite indices that measure sustainability components. Besides, the research examined the relationships between Hofstede’s cultural dimensions and digital performance. The paper highlights the importance of digitalization as another crucial component of society’s sustainable development., Rad istražuje vezu između digitalizacije i održivog razvoja društva te analizira kompozitni indeks koji se primjenjuje za mjerenje digitalne konkurentnosti nacije – Indeks digitalne ekonomije i društva (Digital Economy and Society Index – DESI). Današnje okruženje je visoko zavisno o tehnološkim sposobnostima. Praćenje suvremenog tehnološkog razvoja postaje izrazito važno kako na mikro tako i na makro nivou. Jedna od glavnih promjena u modernom poslovanju je prelazak od tradicionalnog načina poslovanja prema digitalnom poslovanju kako bi se dosegnula viša razina konkurentnosti. Digitalizacija je jedan od glavnih pokretačkih sila suvremenog razvoja. Kako bi se prihvatile i implementirale promjene koje se dešavaju u društvu potrebno je naglasiti ulogu makro- marketinškog sagledavanja cijelog procesa promjena. Važno je imati konkretne mjere za identificiranje nedostataka, dobrih praksi i praćenja razvoja. S tim ciljem, Europska komisija razvila je DESI indeks kako bi mjerila i pratila digitalne performanse država članica Europske unije. Rad istražuje DESI metodologiju i promatra kako su digitalne performanse EU država povezane s glavnim komponentama održivog razvoja: ekonomskim, društvenim i okolišnim. Dakle, rad istražuje korelacije između DESI indeksa i ostalih kompozitnih indeksa koji mjere komponente održivog razvoja društva. Pored navedenoga, istraživanje obuhvaća i povezanost Hofsteadovih dimenzija kulture i digitalnih performansi. Rad naglašava važnost digitalizacije kao ključnog elementa održivog razvoja društva.

The present study proposed and tested a conceptual model incorporating perceived service quality, customer-perceived value, and repurchase intention in a highereducation context. The main purpose was to empirically investigate the relationships between these concepts ; thus, three hypotheses were postulated. Empirical data were collected among undergraduate students in Bosnia and Herzegovina and Croatia. A total of 735 cases were used to assess the overall fit of the proposed model and to test hypotheses using covariance-based structural equation modelling. The results support the proposed conceptual model, showing that perceived service quality and customer-perceived value have a positive and significant influence on repurchase intention, as well as that perceived service quality has a positive and significant impact on customer-perceived value. Therefore, the study contributes to the existing literature reporting the findings on quality and value in an educational context, with evidence from South Eastern Europe. Implications of the results are discussed, and recommendations for future research are made.

The purpose of this study is to analyze the factors influencing wine consumption of Generation Y consumers in the context of two countries from South-Eastern Europe (Bosnia -Herzegovina, and Croatia). Analysis reveals that self-expression, sociability, tradition and food are significant predictors of wine consumption. Multivariate regressions have been applied in order to explain the influences of the abovementioned factors on wine consumption. Research findings show that specific gender and situational differences exist in the wine consumption behaviour of Generation Y. This paper discusses theoretical, empirical and practical implications, and offers ideas for further research

Purpose – The purpose of this paper is to highlight the need for cooperation between tourists and travel professionals in creating a memorable visitor experience. The objectives of the study are twofold: first, to explain the concept of tourist experience co-creation and, second, to explore the relationships among tourist experience co-creation, customer satisfaction, overall travel satisfaction and customer loyalty towards travel professionals. Methodology – The study uses constructs from past literature. A survey was conducted on a convenience sample of 422 Croatian residents who had travelled at least once in the year prior to the study. The hypotheses were empirically tested and validated by partial least square structural equation modelling (PLS-SEM). Findings – Participation in the co-creation process of an experience, together with travel professionals, positively affects customer satisfaction. Further, customer satisfaction with cocreation has a positive effect on overall travel satisfaction and customer loyalty to travel professionals. There is also evidence that overall travel satisfaction positively affects customer loyalty to service provider. Contribution – This study contributes to the knowledge of tourist experience co-creation within the theory of service-dominant logic and customer behaviour. The scientific contribution is found in testing the influence of tourist experience co-creation on tourist satisfaction and loyalty. The applicable contribution emphasises the necessity to include tourists as an active, involved and participating part in the process of providing services. Their involvement in this process will positively affect their satisfaction and loyalty.

Purpose – The purpose of this research is to explore the factors that influence the future behaviour of theatre audience. The authors hypothesized that the audience engagement could be the key factor and the answer to the question: What makes the theatre audience return? Methodology – The research was conducted on a sample of 537 respondents from Croatia that have visited either Croatian National Theatre in Osijek or in Rijeka in the past two years. This precondition was ensured through filter question on the beginning of the survey and 452 respondents have satisfied the precondition. The data was gathered through highly structured questionnaire designed based on scales and items adapted from previous research. Structural equation modelling (SEM) in LISREL was used to analyse the data. Findings – Research results suggest that future behaviour of theatre audience is positively influenced by perceived value of theatre performances and customer engagement. Contradictory to previous findings, quality of performance has no influence on future behaviour. Also, mediator effects are explored. Managerial implications are discussed and suggestions for marketing managers in theatres offered. Originality of the research – This research contributes to the development of the theory on customer engagement in general and in the context of non-profit marketing as well as theatre marketing. It provides the empirically based answers to research questions related to the predictive power of engagement as well as other suggested variables. The study also contributes to understanding the determinants of future behaviour of theatre audience in Croatia

Kompulzivna je kupnja oblik ovisnosti i predstavlja kupnju koja premašuje potrebe i raspoloživa sredstva pojedinca. Za razliku od impulzivne kupnje koju potiču maloprodavači jer pridonosi rastu prodaje, kompulzivna kupnja etičko je pitanje, jer može imati negativne posljedice za kupce, njihove obitelji i kreditore. Ovaj rad istražuje utjecaj demografskih čimbenika, čimbenika sklonosti hedonizmu i utilitarističkoj kupnji te utjecaj čimbenika maloprodajnog miksa na sklonost kompulzivnoj kupnji. Analiziran je slučaj trgovačkog centra u Hrvatskoj. Podaci su analizirani primjenom faktorske analize i modelom višestruke regresije. Rezultati pokazuju da je intenzitet kompulzivne kupnje u analiziranom slučaju identičan u odnosu na razvijene zemlje. Kompulzivnu kupnju najviše potiču sklonost ka hedonizmu i čimbenici u maloprodajnom miksu kao što su zanimljivost centra te mogućnost informiranja i učenja. Mlađi potrošači i potrošači s višim dohotkom skloniji su kompulzivnoj kupnji od starijih potrošača i potrošača s nižim dohotkom. Sklonost utilitarističkoj kupnji negativno je povezana s kompulzivnom kupnjom. Međutim, spol, atmosfera u trgovačkom centru, asortiman proizvoda i usluga te uslužnost osoblja nisu statistički značajno povezani s kompulzivnom kupnjom u promatranom slučaju. Rezultati imaju implikacije na blagostanje potrošača i menadžment maloprodaje i mogu biti smjernica u promicanju društveno odgovornog poslovanja i edukacije potrošača kako bi se smanjile negativne posljedice kompulzivne kupnje., Compulsive buying is an addiction and a purchase that exceeds the person's needs and available resources. When compared to impulsive buying, which is stimulated by retailers because it contributes to retailers' sales, compulsive buying is an ethical issue and might have negative consequences for shoppers, their families, and creditors. This paper explores the impacts of demographics, hedonism, and utilitarian shopping, as well as retail mix factors on consumers' tendency towards compulsive buying. A case of a shopping center in Croatia is explored. The data were analyzed by using factor analysis and multiple regression analysis. The results indicate that compulsive buying is identical when compared to developed countries. Compulsive buying is driven mostly by hedonism and retail factors, such as personal curiosity about the center and learning effect. Younger consumers and consumers with higher incomes are more prone to compulsive buying than older consumers and those with lower incomes. The tendency towards utilitarian shopping is negatively related to compulsive buying. However, gender, the shopping center's atmosphere, the assortment of products and services and personnel service are not significantly related to compulsive buying in the analyzed case. The results have implications for consumer welfare and retail management, and might serve as guidelines for promoting corporate social responsible behavior and consumer education in order to reduce negative consequences of compulsive buying.

The purpose of this paper is to explore the influences of different nonverbal elements, which are related to both products and personal characteristics, on individuals' perception of products advertised. Nonverbal elements augment the communication message that particular product or service aims to deliver to its target audience. Empirical research is conducted using two different sets of commercials, i.e. comparing video and static commercials for three different products in a fast consumer moving goods category. The research results indicate that the role of nonverbal communication is repeating, conflicting, replacing and highlighting or mitigating the verbal component of a communication message. In an advertisement equal attention should be addressed to both verbal and nonverbal communication components. Depending on the product category, non-verbal communication contributes to a greater or a lesser extent, but always in positive way in evaluating characteristics of the person that uses the advertised product. Non-verbal communication, therefore can be used to augment the desired brand perception. Managerial implications are also considered., Svrha ovog članka je istražiti utjecaje različitih neverbalnih elemenata na percepciju karakteristika proizvoda i percepciju osobnih karakteristika pojedinca koji upotrebljavaju oglašavani proizvod. Neverbalni elementi pojačavaju komunikacijsku poruku koju određeni proizvod ili usluga želi prenijeti ciljnoj publici. Empirijsko istraživanje provedeno je na dvije skupine oglasa, odnosno uspoređuju se videooglasi i statični oglasi za tri različita proizvoda u kategoriji proizvoda brze potrošnje. Rezultati istraživanja ukazuju da je uloga neverbalne komunikacije u ponavljanju, proturječju, dopunjivanju, isticanju ili ublažavanju verbalne komponente kôd komunikacijske poruke. Prilikom stvaranja oglasa podjednaka pažnja bi se trebala pridavati i verbalnoj i neverbalnoj komunikacijskoj komponenti. Ovisno o kategoriji proizvoda neverbalna komunikacija u većoj ili manjoj mjeri, ali uvijek pozitivno, utječe na percepciju karakteristika osobe koja koristi oglašavani proizvod. Neverbalna komunikacija stoga može se koristiti kako bi se povećala željena percepcija oglašavanje marke. Implikacije za menadžere također su ponuđene.

It is in a human nature of every single individual to live in a society and communicate and collaborate with people by building relationships and communities. These relationships are based on mutual understanding and collaboration. But, if individuals are not taking into account wellbeing of other people, their relationship suffers and finally it is doomed to an end. Ethics of care is normative ethical theory taking into consideration those particularly vulnerable to our choices and their outcomes deserve our extra consideration. More specifically, focus in a relationship is shifting towards understanding individuals involved in that relationship and their needs to be completely satisfied (Eisler, 2007; Held, 2006). Consequently trust among stakeholders is augmented and strengthen (Dobson & White, 1995). For organizations this means that they will be successful at the marketplace even when their business is based on ethical premises (Liedtka, 1996). Students entering business world are under strong peer and environmental influences. Their mind set about ethical conduct is severely endangered (Giacalone & Promislo, 2013). Some of them are adapting to the unethical organizational norms. Others have built their attitudes based on family relationships, taking care about others and assuming that each individual will be better off if everybody is taking care about each other. This other group has better possibilities in today's business world. Research showed that students’ ethical perception is in contradiction to the normative ethical theory of care. Moreover students perceive their future business environment as extremely pessimistic, and unethical. When students perceive themselves working within the organization they value much higher the individual values and ethical standards than organizational point of view on ethical issues. Concluding, students have a very low level of acceptance of normative ethics of care viewpoints; perceive their future working environment as extremely unethical. Nevertheless they do not easily accept the passive status of the individual being in conflict with the organizational understanding of the unethical behaviour. Furthermore, paper offers implications for developing ethics of care among business major students. Hence, there should be a systematic approach of raising the level of students’ acceptance on normative ideas of ethics of care. Students, that are generation Y, are raising their voice if feel under the pressure and not willing to let go the personal ethical norms. The formal education, with the special emphasis from marketing and management standpoint, should offer them support in the fight for the future resistance and against turnover towards organizational unethical behaviour.

This paper explores the relationship between customer loyalty and its seldom researched antecedents: relationship commitment, relational equity and company image. The proposed conceptual model is tested with data gained from customers of mobile telephone operators. The results show that relationship commitment and relational equity have a statistically significant positive influence on customer loyalty. In addition, the results of hierarchical multiple regression analysis reveal that the number of different mobile operators a person uses is not related to customer loyalty when relationship commitment, relational equity and company image are included in the model. Drawing on the results, the paper offers implications for managing customer loyalty., U radu se analizira povezanost odanosti potrošača s preduvjetima odanosti kao što su: predanost u odnosu, relacijska pravednost i imidž poduzeća. Spomenuti elementi rijetko se analiziraju, iako su važni kod stvaranja odanosti potrošača. Na temelju prethodnih istraživanja pretpostavlja se pozitivna povezanost između odabranih elemenata od utjecaja na odanost potrošača i same odanosti potrošača. Predloženi je konceptualni model provjeren na podacima dobivenima od korisnika mobilnih operatera. Istraživanje pokazuje da postoji statistički značajna pozitivna povezanost između predanosti u odnosu i relacijske pravednosti te odanosti potrošača. S druge strane, imidž poduzeća statistički značajno ne pridonosi stvaranju odanosti potrošača u mobilnim telekomunikacijama. Dodatno, rezultati dobiveni hijerarhijskom multiplom regresijskom analizom dokazuju da broj različitih mobilnih operatera, koje osoba koristi, nije povezan s odanosti potrošača kada se u model uključe predanost u odnosu, relacijska pravednost i imidž poduzeća. Na temelju rezultata istraživanja, rad nudi prijedloge za upravljanje odanosti potrošača.

This paper explores the relationship between customer loyalty and its seldom researched antecedents: relationship commitment, relational equity and company image. The proposed conceptual model is tested with data gained from customers of mobile telephone operators. The results show that relationship commitment and relational equity have a statistically significant positive influence on customer loyalty. In addition, the results of hierarchical multiple regression analysis reveal that the number of different mobile operators a person uses is not related to customer loyalty when relationship commitment, relational equity and company image are included in the model. Drawing on the results, the paper offers implications for managing customer loyalty.

Purpose – The purpose of this paper is to research the travel agencies’ communication with market segments. Communication with market segments takes into account marketing communication means as well as the implementation of different business orientations. Design – Special emphasis is placed on the use of different marketing communication means and their efficiency. Research also explores business orientation adaptation when approaching different market segments. Methodology – In exploring marketing communication means, insights from Van der Merve (2003) were used. A selling orientation-customer orientation (SOCO) scale (Periatt, LeMay and Chakrabarty 2004) was implemented for exploring travel agencies’ business orientation. In exploring travellers’ motivations, insights from Ružic, Turkalj and Racic (2003), and Tomas Summer (2010) were used. Findings – Research results indicate that additional efforts should be made in restructuring travel agencies’ promotional budgets. Marketing communication means are not used according to the efficiency of their allocation. Therefore, the efficiency of marketing communication means used for reaching target markets should be taken into account. Additionally, travel agencies adapt their business orientation according to the importance of market segments. But future development and interaction with market segments should also be taken into account when adapting business orientation. Originality of this research – The originality is evident in the insights it provides about travel agencies’ communication efforts on target markets. It is original because it applies a selling orientation-customer orientation to a travel agency setting, and its research results indicate that business orientation implementation depends on the target market.

Managing design smartly provides innovations in products, services and processes as well as better performance in the market, bringing benefits to all stakeholders involved – from employees to clients and the society. There is growing awareness among managers of design as a valuable means to achieve strategic goals. However, the reason for insufficient understanding of the role of design in entrepreneurship, especially in the case of Croatia, is an attitude of insurmountable differences that obstruct communication between managers and designers. This is considered to be partly the fault of educational managerial programs with no design related subjects. Also a common prejudice is that one cannot manage designers, nor any other Creative thinker. The objective of this research is to examine circumstances and identify barriers that stand in the way of Croatian SMEs implementing design management.