Vol. 37 No. 1 (2025): Market-Tržište

View Vol. 37 No. 1 (2025): Market-Tržište

Published: 2025-07-06

Editorial Preface

Editorial Preface

Đurđana Ozretić Došen

5-7
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Original scientific paper

The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing

Mehmet Ozan Karahan , Fatih Şahin

73-94
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Enchancing Point of Sale Materials for Consumer Engagement: A Neuromarketing Approach

Polona Dakič , Armand Faganel

95-107
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Trust Me, I’m Agreeable: The Role of Perceived Host Personality Traits in Airbnb Booking Intention

Morana Fudurić, Elena Puljić, Sandra Horvat

135-153
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Preliminary communication

Shopping on a Social Planet: The Mediating Role of Trust

Wan Rasyidah Wan Nawang, Intan Fatimah Anwar , Amalina Mursidi, Najwa Mohd Najibd, Raja Azhan Raja Mamat

9-32
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The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception

Gedas Kučinskas

33-51
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Review

Exploring Collaborative Marketing Strategies for Sustainable Growth in Tea Tourism: A Systematic Literature Review

Herman Mahendra Abeykoon

53-71
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A Systematic Review of Museum Marketing Research: Key Insights and Future Research Directions

Tanja Komarac

109-134
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