Market-Tržište
type: channel
description: MARKET-TRŽIŠTE is the official journal of the Faculty of Economics & Business, University of Zagreb, Marketing Department, and CROMAR (Croatian Marketing Association). The first issue was published in 1989, and between then and 2005, it was exclusively the official CROMAR journal. The Faculty of Economics and Business, University of Zagreb, Marketing Department, joined as a co-publisher in 2006. The journal is published twice a year. In the course of 38 years, Market-Tržište has followed development trends of the marketing science and its practical application. It publishes papers on any topic in the field of marketing. Any interdisciplinary papers (whose topics have to include marketing) are also welcome. ISSN 0353-4790 (Print) E-ISSN 1849-1383 (Online)
publisher: University of Zagreb Faculty of Economics and Business
language: en
publication name: Market-Tržište
issn: 0353-4790
items: Editorial Preface
items: Emotional Advertising and Brand Loyalty: Exploring Brand Recall as a Mediator
items: Design and Reconceptualization of the Visual Brand Identity Framework
items: The Impact of Consumer Animosity on Purchase Intentions: a Moderated Mediation Model from Turkey (During the Ongoing Palestine-Israel Conflict)
items: From Possessions to Purpose: How Materialism Shapes Youth Minimalist Consumption
items: Turning Waste Into Fashion: Demographic and Psychological Drivers of Recycled Apparel Purchase Intention in Croatia
items: Do Customers Behave Differently After Joining a Paid Loyalty Program? Evidence from a Longitudinal Within-Customer Analysis in Czech E-Commerce
items: Augmented Reality Marketing: A Bibliometric and Thematic Literature Review
items: The Rapid Rise of CGI Advertising: Bringing the Impossible to Life
items: The Role of Time Pressure and Machiavellian Personality in the Effect of ChatGPT Service Quality on Intention to Use ChatGPT
items: The Moderating Role of Price Sensitivity and the Mediating Role of Switching Costs in the Mobile Operator Switching Behavior of University Students in Turkey
items: Sustainability Communication in the Global Beauty Industry: The Overview of Persuasive Appeals
items: Digital Internal Communication: How Digital Channel Acceptance Affects Internal Communication Satisfaction
items: The Impact of Talent Management on Brand Advocacy: The Mediating Role of Internal Branding
items: Trust Me, I’m Agreeable: The Role of Perceived Host Personality Traits in Airbnb Booking Intention
items: A Systematic Review of Museum Marketing Research: Key Insights and Future Research Directions
items: Enchancing Point of Sale Materials for Consumer Engagement: A Neuromarketing Approach
items: The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing
items: Exploring Collaborative Marketing Strategies for Sustainable Growth in Tea Tourism: A Systematic Literature Review
items: The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception
items: Shopping on a Social Planet: The Mediating Role of Trust

Editorial Preface
type: item
subject: Editorial Preface
  topic: section
creator: Đurđana Ozretić Došen
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nc/4.0
date: 2026-07-02
publication date: 2026-07-02
starting page: 5
ending page: 7
doi: 10.22598/

Emotional Advertising and Brand Loyalty: Exploring Brand Recall as a Mediator
type: item
description: Purpose – The objective of this study is to determine the impact of emotional advertising (EA) on brand loyalty (BL) with the mediating impact of brand recall (BR). Based on the Affective Response Theory and the Attention, Interest, Desire, and Action (AIDA) model, the study examines consumer memory and long-term brand loyalty (BL) through ad emotional cues. Design/Methodology/Approach – A structured questionnaire was used in this quantitative research design with 240 consumers of Chennai, India. The established scales for the measurement of EA, BR, and BL were tested for reliability and validity. The data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess direct and mediating relationships. Findings and Implications – According to the findings of this research study, EA increases BR and BL. Furthermore, BR partially promotes the link between EA and BL. The findings of this study show that emotions work as affective triggers and cognitive reinforcers in advertisements, so that memory-based loyalty is strengthened. These findings can help advertisers create campaigns that are consistent and relevant in an emotional and cultural sense. This, in turn, serves to reinforce the consumer–brand relationship. Limitations – The study focuses on metropolitan respondents in Chennai, which may limit the scope for generalization. The measurement of emotional reactions was conducted through self-reported data. Future research can effectively utilize neuromarketing tools or a longitudinal design to enhance the validity of findings. Originality/Value – This study makes a contribution to advertising theory by combining emotional and cognitive mechanisms into a single explanatory framework. It proves the mediating role of BR and contextualizes EA in India’s metropolitan market, giving new insights into cross-cultural consumer behavior.
subject: Preliminary communication
  topic: section
subject: emotional advertising
  topic: keywords
subject: brand recall
  topic: keywords
subject: brand loyalty
  topic: keywords
subject: affective response theory
  topic: keywords
subject: AIDA model
  topic: keywords
subject: consumer behavior
  topic: keywords
creator: K J Vinodini
creator: Sandhiya Karunakaran
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nc/4.0
date: 2026-07-02
publication date: 2026-07-02
starting page: 109
ending page: 127
doi: 10.22598/mt/2026.38.1.109

Design and Reconceptualization of the Visual Brand Identity Framework
type: item
description: Purpose – The aim of the paper is to redefine and conceptualize the essence and connections of visual brand identity through a new perspective. It begins with a critical examination of current visual brand identity theories, identifying and addressing their inconsistencies. Based on the collected data, this study proposes a novel theoretical framework for visual brand identity, in which visual brand identity is systematically integrated with digital platforms and content elements. Design/Methodology/Approach – Using a literature review as the basis, theories and concepts of visual brand identity are presented. The extracted concepts and theoretical approaches are compared and synthesized employing qualitative research methods. Findings and implications – The present research study establishes a new framework, named the Visual Brand Identity Window Framework, which is grounded on the existing scientific literature on visual brand identity theories and approaches. Limitation – The framework can be further developed through feedback on new scientific theories. Economic, societal, cultural, and technological changes could influence the visual brand identity definition and toolkit, making its ongoing exploration an engaging and valuable task. Originality – The framework introduced in this study is unique, as no similar framework with the approach like this one exists in the literature on visual brand identity. Its value lies in clarifying, systematizing, and rendering transparent the contradictions and diversity in the literature. It defines the concept of visual brand identity and presents its components based on the academic literature. The established framework illustrates and unifies the relationship of visual brand identity with both digital and traditional spaces, as well as its relation to content elements. The established Visual Brand Identity Window Framework provides a practical and accessible structure that can assist both scholars and industry professionals. …
subject: Preliminary communication
  topic: section
subject: content elements
  topic: keywords
subject: platforms
  topic: keywords
subject: visual brand identity
  topic: keywords
subject: visual brand identity elements
  topic: keywords
creator: Nóra Julianna Gombos
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nc/4.0
date: 2026-07-02
publication date: 2026-07-02
starting page: 91
ending page: 107
doi: 10.22598/mt/2026.38.1.91

The Impact of Consumer Animosity on Purchase Intentions: a Moderated Mediation Model from Turkey (During the Ongoing Palestine-Israel Conflict)
type: item
description: Purpose – This study investigates the effect of consumer animosity on purchase intentions for Israeli-affiliated products in the context of the ongoing Israeli-Palestinian conflict, drawing on a sample from Turkey. It further examines the mediating role of boycott motivation and the moderating role of ethical and moral considerations in this relationship. Design/Methodology/Approach – Data was collected from 317 participants. The proposed research model was tested using the PROCESS Macro for SPSS developed by Andrew F. Hayes (2013), applying Models 4 and 7 to examine the mediation and moderated mediation effects. Findings and implications – The results indicate that boycott motivation significantly mediates the relationship between consumer animosity and purchase intention. Furthermore, ethical and moral considerations moderate the effect of consumer animosity on boycott motivation. These findings underscore the critical role of moral considerations and emotional responses in shaping consumer behavior in the context of international conflicts. Limitations – One limitation of this study is that it was conducted within a specific time frame and focused exclusively on the boycott of Israeli-linked products in Turkey. Originality – This study contributes to the literature by examining the underlying motivations driving consumer boycotts of Israeli-related products in the context of the Israeli-Palestinian conflict. Its originality lies in its focus on a developing country, Turkey, characterized by a predominantly Muslim consumer base, thereby offering context-specific insights into the role of socio-cultural and religious dynamics in shaping boycott behavior.
subject: Preliminary communication
  topic: section
subject: Israeli-Palestinian conflict
  topic: keywords
subject: boycott motivation
  topic: keywords
subject: consumer animosity
  topic: keywords
subject: purchase intention
  topic: keywords
subject: Hayes PROCESS Macro
  topic: keywords
creator: Ayla Sezginer
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nc/4.0
date: 2026-07-02
publication date: 2026-07-02
starting page: 69
ending page: 90
doi: 10.22598/mt/2026.38.1.69

From Possessions to Purpose: How Materialism Shapes Youth Minimalist Consumption
type: item
description: Purpose – This study examines how distinct dimensions of materialism shape minimalist consumption orientations among the young. Specifically, it investigates how materialism centrality, happiness, and success relate to three dimensions of consumer minimalism—limited possessions, sparse aesthetics, and mindfully curated consumption—during adolescence and emerging adulthood, and explores whether these relationships differ between girls and boys. Design/Methodology/Approach – A quantitative survey was conducted among adolescents (N=837). The conceptual model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). Potential gender differences were examined via permutation-based multigroup analysis. Findings and implications – Materialism centrality emerged as the most robust predictor, showing strong and consistently negative associations with all three minimalist orientations, indicating that identity-anchored attachment to possessions represents the primary barrier to youth minimalism. Materialism happiness showed no independent associations with minimalist orientations once the other materialism dimensions and controls were considered. Materialism success was positively associated with sparse aesthetics, suggesting that aesthetic minimalism may be compatible with success-oriented value logics and may operate as a form of refined simplicity rather than broad restraint. Multigroup analysis indicated that the structural relationships were largely comparable across girls and boys; the only significant difference was a stronger negative effect of centrality on sparse aesthetics among boys. These results underscore the need to conceptualize materialism and minimalism as multidimensional, partially compatible orientations rather than simple opposites in youth consumption. Limitations – The cross-sectional design limits causal inference, while the focus on a single cultural context may restrict generalizability. Originality – By integrating materialism…
subject: Original scientific paper
  topic: section
subject: consumer minimalism
  topic: keywords
subject: materialism
  topic: keywords
subject: gender differences
  topic: keywords
subject: youth consumption
  topic: keywords
subject: sustainable consumer behavior
  topic: keywords
subject: PLS-SEM
  topic: keywords
creator: Andrea Lučić
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nc/4.0
date: 2026-07-02
publication date: 2026-07-02
starting page: 47
ending page: 68
doi: 10.22598/mt/2026.38.1.47

Turning Waste Into Fashion: Demographic and Psychological Drivers of Recycled Apparel Purchase Intention in Croatia
type: item
description: Purpose – This paper examines demographic (generation, gender) and psychological (sustainability knowledge, environmentalism, disgust sensitivity) drivers of purchase intention for apparel made from recycled plastic. Design/Methodology/Approach – A cross-sectional online survey was conducted among Croatian consumers (N=241). Generational and gender differences were tested with independent-samples t-tests, and relationships among focal constructs were assessed using Spearman’s rank correlations. Findings and implications – Older cohorts reported higher sustainability knowledge and stronger green consumption values than younger cohorts, and female respondents reported higher fashion-related sustainability knowledge than males. Sustainability knowledge was positively associated with environmentalism, with environmentalism modestly but positively associated with purchase intention, whereas disgust sensitivity was not significantly associated with purchase intention. These findings suggest that consumer value-based appeals should be accompanied by credible information on recycling processes and quality assurances to mitigate any perceived uncertainty about recycled content. Limitations – The study relied on a convenience sample from only one country and predominantly composed of female respondents; it used a cross-sectional, self-report design focused on intentions rather than observed behavior. Originality – The study integrates demographic segmentation with cognitive, value-based, and affective factors to explain recycled apparel purchase intentions in a rarely studied market context. It also clarifies the contingent role of disgust-related barriers in consumer acceptance of recycled apparel under survey conditions, contributing new insights to sustainable marketing theory and practice.
subject: Original scientific paper
  topic: section
subject: purchase intention
  topic: keywords
subject: recycled apparel
  topic: keywords
subject: sustainable fashion
  topic: keywords
subject: sustainability knowledge
  topic: keywords
subject: disgust sensitivity
  topic: keywords
subject: generational differences
  topic: keywords
creator: Nikola Drašković
creator: Mario Fraculj
creator: Lordan Kondić
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nc/4.0
date: 2026-07-02
publication date: 2026-07-02
starting page: 27
ending page: 45
doi: 10.22598/mt/2026.38.1.27

Do Customers Behave Differently After Joining a Paid Loyalty Program? Evidence from a Longitudinal Within-Customer Analysis in Czech E-Commerce
type: item
description: Purpose – While traditional loyalty programs are well-established in marketing, paid loyalty programs are gaining prominence across global e-commerce markets. This raises the question of whether paying members of such programs exhibit distinct purchasing patterns compared to their pre-enrolment behavior. Design/Methodology/Approach – The present study addresses that research gap by conducting a quantitative analysis of 21,805 unique customers of a leading Czech e-commerce retailer. Using paired t-tests, five behavioral hypotheses were tested across four sample variants. Findings and Implications – Results indicated that customers’ transaction frequency increased post-enrolment in a paid loyalty program compared to pre-enrolment, alongside a higher volume of items purchased. Contrary to expectations, members do not appear to systematically fragment their purchases and these behavioral changes are not reflected in their overall expenditure. Limitations – This study is limited by its focus on a single e-commerce company in the Czech Republic within one industry. The use of secondary consumer data provided no control over the sampling process. The nature of the data excludes the identification of former members due to privacy laws in Europe. Originality – The findings provide empirical support for paid loyalty programs and their effectiveness in enhancing behavioral loyalty and customer value by comparing members’ behavior pre- and post-enrolment, rather than merely comparing members with non-members. This study offers practical insights for marketing practitioners when evaluating the design of their loyalty programs and determining the feasibility of a fee-based membership.
subject: Original scientific paper
  topic: section
subject: paid loyalty programs
  topic: keywords
subject: customer behavior
  topic: keywords
subject: e-commerce
  topic: keywords
subject: purchase frequency
  topic: keywords
subject: loyalty marketing
  topic: keywords
subject: Czech Republic
  topic: keywords
creator: Filip Beneš
creator: Mikuláš Gangur
creator: Václav Stříteský
rights: Copyright (c) 2026 https://creativecommons.org/licenses/by-nc/4.0
date: 2026-07-02
publication date: 2026-07-02
starting page: 9
ending page: 27
doi: 10.22598/mt/2026.38.1.9

Augmented Reality Marketing: A Bibliometric and Thematic Literature Review
type: item
description: Purpose - This literature review analyzes augmented reality in marketing from 2022 to 2024, identifying trends, research gaps, and key studies through a bibliometric approach. Design/Methodology/Approach - To address gaps in the literature, 171 scientific articles related to augmented reality published between 2022 and 2024 were curated based on relevant Web of Science categories and prestigious publishers to offer an extension of the landscape presented until 2022. These articles were systematically analyzed using VOSviewer software from two perspectives: co-authorship analysis and keyword patterns. The analysis mapped 522 authors into 133 clusters, revealing the scattered nature of augmented reality topics. On the other hand, the keyword analysis led to 40 keywords organized into four illustrative clusters. Findings and implications - Augmented reality research in marketing has evolved significantly, highlighting trends in consumer experience and technology acceptance. Emotional connections with brands and the implications of privacy regulations such as GDPR are critical. Future studies should address gaps in frameworks and explore the role of AI in enhancing augmented reality’s effectiveness across diverse audiences. Limitations - The limitations of this literature review stem from the small number of articles analyzed, published only from 2022 up to 2024, and the usage of only one software – VOSviewer – for analyzing only one dataset. Including more articles and software in data analysis could enhance findings, while reducing the risk of identifying redundant trends, and also provide in-depth results. Originality/value - Mapping thematic trends to identify research gaps through both author and keyword co-occurrence analyses for articles published from 2022 up to 2024, and analyzing occurrence and total link strength, dominant topics, and influential studies were empirically validated contributions to the originality of this literature review.
subject: Review
  topic: section
subject: augmented reality
  topic: keywords
subject: marketing
  topic: keywords
subject: literature review
  topic: keywords
subject: bibliometric analyses
  topic: keywords
creator: Ioana Dan
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: 279
ending page: 307
doi: 10.22598/mt/2025.37.2.279

The Rapid Rise of CGI Advertising: Bringing the Impossible to Life
type: item
description: Purpose – The purpose of this study is to analyze consumer comments on Computer-Generated Imagery (CGI) advertisements for Maybelline and L'Oreal Paris brands using sentiment analysis. The aim is to identify the reactions of consumers to these innovative advertising formats and the general trends of the comments. Design/Methodology/Approach – In the research study, online consumer comments on Maybelline and L'Oreal Paris CGI advertisements were collected and evaluated using the sentiment analysis method. The data was analyzed using natural language processing (NLP) tools, which allow comments to be categorized as positive, negative, or neutral, and Ekman’s sentiment analysis method. Findings and Implications – The results of the analyses show that the majority of comments for both brands are positive, creating emotions of joy and surprise in consumers. This reveals that CGI advertisements have an overall positive impact on consumers. The findings emphasize that brands can use CGI technology as an effective tool to strengthen consumer perception. Managerial implications point to the importance of brands adopting innovative advertising strategies by investing in CGI ads. Limitations – The present research is limited to CGI adverts of Maybelline and L'Oreal Paris brands only. Moreover, the comments analyzed were collected solely from online platforms. Originality – This is one of the limited number of studies analyzing the emotional reactions to CGI advertisements based on consumer comments. It fills an important gap in the literature by examining consumer perception of CGI advertising in depth.
subject: Preliminary communication
  topic: section
subject: CGI
  topic: keywords
subject: advertising
  topic: keywords
subject: digital marketing
  topic: keywords
subject: artificial intelligence
  topic: keywords
subject: sentiment analysis
  topic: keywords
creator: Seray Kağıtçı Candan
creator: Handan Özdemir
creator: Elif Akagün
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: 265
ending page: 278
doi: 10.22598/mt/2025.37.2.265

The Role of Time Pressure and Machiavellian Personality in the Effect of ChatGPT Service Quality on Intention to Use ChatGPT
type: item
description: Purpose – The purpose of this research study is to determine the impact of the quality of ChatGPT, an artificial intelligence-supported application, on the intention to use ChatGPT, time pressure, and Machiavellian personality traits. Design/Methodology/Approach – To collect the data for the study, a survey was conducted on a convenience sample of 392 young consumers using ChatGPT in Turkey. The necessary statistical analyses, including frequency analysis, validity and reliability analysis, and path analysis, were performed using specialized software designed for such analyses. The quality of the ChatGPT service was assessed using the AISAQUAL scale, which encompasses five key dimensions: efficiency, security, availability, enjoyment, and anthropomorphism. Findings and Implications – The study revealed that the dimensions of efficiency, security, and anthropomorphism have a significant impact on Machiavellian tendencies. Additionally, it was found that both the efficiency and enjoyment dimensions of the AISAQUAL scale, as well as time pressure, have a positive and significant effect on the intention to use ChatGPT. Limitations – This study is based solely on data collected from young consumers in Turkey, which limits the generalizability of the results. Furthermore, a cross-sectional design was used to gather research data, making it challenging to fully establish causal relationships. Also, it should be noted that individual perceptions may influence the measurement of Machiavellian tendencies. Originality – This study is one of the rare works examining the impact of ChatGPT service quality on user behaviors and personality traits. Notably, the use of the AISAQUAL scale and analysis of the effects of Machiavellian personality traits and time pressure on usage intention make this study unique in the literature to date. It provides a valuable contribution to understanding consumer behavior toward ChatGPT and similar AI-supported applications.
subject: Original scientific paper
  topic: section
subject: intention to Use ChatGPT
  topic: keywords
subject: Machiavellian personality
  topic: keywords
subject: time pressure
  topic: keywords
subject: ChatGPT service quality
  topic: keywords
subject: AISAQUAL
  topic: keywords
creator: Muhammed Furkan Taşcı
creator: Nil Esra Dal
creator: İlknur Saral
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: 241
ending page: 263
doi: 10.22598/mt/2025.37.2.241

The Moderating Role of Price Sensitivity and the Mediating Role of Switching Costs in the Mobile Operator Switching Behavior of University Students in Turkey
type: item
description: Purpose – The aim of this research study is to assess the effects of service quality and satisfaction on intentions of university students to switch operators, as well as the moderating function of price sensitivity in these effects. Furthermore, the influence of switching costs as a mediator between operator switching intention and operator switching behavior is investigated. Design/methodology/approach – A quantitative research involving students from a Turkish university was conducted. The research hypotheses were tested using structural equation modeling (partial least squares regression) using data from 425 students. Findings and implications – The analysis revealed that service quality had a positive influence and satisfaction had a negative effect on operator switching intention, with price sensitivity acting as a moderator in the relationship between satisfaction and switching intention. It was also determined that operator switching cost plays a partial mediator role in the link between operator switching intention and behavior. Research findings will help organizations understand the elements that affect switching intentions and behavior. It is proposed that operator businesses pay attention to customer satisfaction and implement retention and acquisition tactics. Limitations – The research was limited to operator switching. Furthermore, the findings are specific to the survey participants and cannot be generalized. Originality/value – The fact that the moderating role of price sensitivity and the mediating role of switching cost are investigated in this research highlights its significance, while the findings in this context make significant contributions to the field by filling a gap in the literature.
subject: Preliminary communication
  topic: section
subject: switching intention
  topic: keywords
subject: switching behavior
  topic: keywords
subject: switching cost
  topic: keywords
subject: satisfaction
  topic: keywords
subject: price
  topic: keywords
creator: Ibrahim Avci
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: 221
ending page: 239
doi: 10.22598/mt/2025.37.2.221

Sustainability Communication in the Global Beauty Industry: The Overview of Persuasive Appeals
type: item
description: Purpose – The main aim of the paper is to analyze the possibilities of positioning sustainable development values within the marketing communication of the beauty industry by using persuasive appeals, specifically rational and emotional appeals. Design/Methodology/Approach – The paper utilized content analysis to examine marketing campaigns considering both for-profit and non-profit organizations. Findings and implications – Based on the findings, campaigns linked to corporate marketing strategies are more visible compared to those tied to non-profit marketing strategies. Rational appeals are more prevalent than emotional ones. Regarding the Triple Bottom Line (TBL) dimensions, it is evident that the environmental dimension holds the highest prominence, followed by the social dimension, while the economic dimension is relatively underrepresented. The paper offered recommendations for enhancing all dimensions and improving the effectiveness of both corporate and non-profit marketing strategies to promote sustainable development values among consumers in the beauty industry. Limitations – The main limitation of the study lies in its focus on marketing campaigns in English only and those accessible online. Future research should be expanded in scope to encompass other languages. Originality – Despite the increasing emphasis on integrating sustainability into marketing, there is still a significant gap in published research examining how the fundamental values of sustainable development can be effectively integrated into marketing campaigns on a global scale. The study addresses the research gap by recommending specific guidelines aimed at reducing the negative impacts of the beauty industry on society and the environment, as well as personal welfare, through rational and emotional appeals within sustainability communication.
subject: Preliminary communication
  topic: section
subject: sustainability communication
  topic: keywords
subject: persuasive appeals
  topic: keywords
subject: rational appeals
  topic: keywords
subject: emotional appeals
  topic: keywords
subject: content analysis
  topic: keywords
subject: beauty industry
  topic: keywords
creator: Marija Ježovit
creator: Andrea Lučić
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: 205
ending page: 220
doi: 10.22598/mt/2025.37.2.205

Digital Internal Communication: How Digital Channel Acceptance Affects Internal Communication Satisfaction
type: item
description: Purpose – This study is aimed at establishing the relationship between digital channels used for internal communication and the level of employee satisfaction with internal communication. Design/Methodology/Approach – The data for this study was collected as part of a diary research method. The participants were asked to record their daily internal communication activities for five days and in the end, they completed a survey that measured their digital channel perception, i.e. acceptance, and overall internal communication satisfaction. To test the data, regression analysis was used. Findings and implications – The study showed that effort expectancy was a predictor of satisfaction with feedback, horizontal communication, informal communication, information about the organization, and communication climate, while facilitating conditions was a predictor of satisfaction with the communication climate and quality of communication media. Digital channels and the way they are used for internal communication impact the perception of internal communication practices. To ensure employee satisfaction, organizations should make sure that they adequately support them. It is crucial for internal communication practitioners to choose digital channels that enrich their internal communication strategy, adhere to their employees’ preferences, and capabilities. Limitation – Data used in the study is cross-sectional, so causality cannot be proven, and the results are susceptible to biases. Additionally, the sample was small, meaning that the interpretation of significance had to be carefully made. Hence, generalization of the results is not advisable. Originality – This study explored the relationship between digital channel acceptance, a concept based on technology acceptance, and applied it to the field of internal communication.
subject: Preliminary communication
  topic: section
subject: digital communication
  topic: keywords
subject: internal communication
  topic: keywords
subject: digital internal channels
  topic: keywords
subject: channel perception
  topic: keywords
subject: digital channel acceptance
  topic: keywords
creator: Anja Špoljarić
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: 189
ending page: 203
doi: 10.22598/mt/2025.37.2.189

The Impact of Talent Management on Brand Advocacy: The Mediating Role of Internal Branding
type: item
description: Purpose – This study examines the impact of internal branding and talent management practices on employees’ brand advocacy, as well as the mediating role of internal branding. Design/Methodology/Approach – A judgmental sampling method was employed, with data collected from 414 employees across various sectors in Turkey. The survey was conducted online using Google Forms. Data analysis was performed using SPSS 24 and Smart PLS 4.0. Findings and Implications – The results indicate that talent management practices influence brand advocacy both directly and indirectly through internal branding. Additionally, internal branding has a significant impact on brand advocacy. All hypotheses proposed in the study were supported. Limitations – This study has several limitations. First, it was conducted solely in Turkey. Additionally, no specific brand names were included. Lastly, the data collection process was subject to time constraints. Originality – To the best of the authors’ knowledge, no prior research has examined these three concepts together. This study offers valuable insights into employee behavior from both marketing and human resources perspectives and provides a foundation for future strategic developments.
subject: Preliminary communication
  topic: section
subject: internal branding
  topic: keywords
subject: talent management
  topic: keywords
subject: brand advocacy
  topic: keywords
creator: Mehmet Sağlam
creator: Nihan Yavuz Aksakal
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: 171
ending page: 187
doi: 10.22598/mt/2025.37.2.171

Editorial Preface
type: item
description: The current issue of the journal features seven articles.
subject: Editorial Preface
  topic: section
creator: Đurđana Ozretić Došen
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-12-31
publication date: 2025-12-31
starting page: 167
ending page: 169
doi: 10.22598/mt/2025.37.2.167

Trust Me, I’m Agreeable: The Role of Perceived Host Personality Traits in Airbnb Booking Intention
type: item
description: Purpose – This study examines the role of host personality traits in perceived host reputation, trustworthiness, and booking intention on Airbnb. Specifically, it explores the role of verbal (host description and personality) and visual cues (host photo, “Superhost” badge), grounded in the signaling theory as the theoretical setting. Methodology – A quasi-experimental study was conducted using a convenience sample of 220 respondents. Host descriptions were pretested with the Apply Magic Sauce tool, developed by the University of Cambridge, to ensure alignment with specific personality traits. The main study used an online structured questionnaire to measure hosts’ perceived personality, reputation, and trustworthiness, as well as booking intention. Findings and Implications – Perceived host trustworthiness and booking intention vary significantly depending on the personality of the host, but there is no effect on perceived host reputation. Perceived agreeableness had the strongest positive effect on booking intention, followed by openness, extraversion, and conscientiousness. Neuroticism had a moderate negative effect. These findings offer practical value for Airbnb hosts and platform designers: emphasizing traits such as agreeableness and applying trust-enhancing imagery may boost bookings. Limitations – The present study has several limitations, including the use of a convenience sample and an online setting that may limit generalizability and introduce response bias. Additionally, improvements in stimuli design and exploration of mediation models could enhance the clarity and depth of findings. Originality – This study is among the first to integrate perceived host personality traits and visual design cues in the context of peer-to-peer accommodation, offering a novel interdisciplinary perspective on digital trust and consumer decision-making within the sharing economy.
subject: Original scientific paper
  topic: section
subject: Airbnb
  topic: keywords
subject: host
  topic: keywords
subject: perceived personality traits
  topic: keywords
subject: booking intention
  topic: keywords
subject: sharing economy
  topic: keywords
creator: Morana Fudurić
creator: Elena Puljić
creator: Sandra Horvat
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-07-07
publication date: 2025-07-07
starting page: 135
ending page: 153
doi: 10.22598/mt/2025.37.1.135

A Systematic Review of Museum Marketing Research: Key Insights and Future Research Directions
type: item
description: Purpose – The purpose of this paper is to examine the current state of knowledge in the field of museum marketing. More precisely, the paper is aimed at investigating: 1) the advancements in the field of museum marketing and 2) the museum visitor experience as a key related concept. It seeks to identify potential obstacles hindering research and provide future research priorities. Design/Methodology/Approach – Data based on 1,153 papers from the Web of Science (Core Collection) database was subjected to bibliographic analysis using the VOSviewer (1.60) tool. For the purpose of systematic review, 65 papers were analyzed using ASReview LAB. The paper follows the PRISMA 2020 protocol for reporting systematic literature reviews. Findings and implications – The results of the bibliographic analysis reveal the complexities of the museum marketing field, which is studied in different fields outside marketing. The evident importance highlighted is that of tourism marketing journals, heritage, and arts management journals. Also, there are apparent clusters of collaboration among authors, as well as co-occurrence among author keywords used in the papers. The results of the systematic analysis identified six categories of the current research: 1) museum visitors, 2) technology in museum, 3) museum services, 4) learning and education, 5) authenticity, and 6) social media. Limitation – The limitations are related to the analysis period (from 1994 to 2024) since a few scientific papers were published before that period. Only data from the Web of Science (Core Collection) available in English was used. Also, the analysis relies on ASReview, which is a Python-based software. Originality – The paper provides the first systematic insight into thirty years of research in the museum marketing field.
subject: Review
  topic: section
subject: museum marketing
  topic: keywords
subject: museum visitor experience
  topic: keywords
subject: systematic literature review
  topic: keywords
creator: Tanja Komarac
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-07-07
publication date: 2025-07-07
starting page: 109
ending page: 134
doi: 10.22598/mt/2025.37.1.109

Enchancing Point of Sale Materials for Consumer Engagement: A Neuromarketing Approach
type: item
description: Purpose – In today’s retail environment, shopping is a multi-sensory experience, making it crucial to understand how consumers perceive retail spaces. Retailers can influence consumers’ purchasing decisions by manipulating sensory stimuli. Thus, creating effective advertising materials that enhance shopping intent is vital for both manufacturers and retailers. Design/Methodology/Approach – This study employed electroencephalography (EEG) to measure unconscious responses to visual marketing stimuli. We assessed emotional valence through prefrontal alpha asymmetry, attention via the alpha/beta activation ratio in the occipital lobe, and cognitive load through theta/beta and alpha activation in the parietal lobe. Findings and Implications – Our findings indicate that for static advertisements (e.g., posters, floor stickers, wobblers), the most engaging combination of elements includes a headline, a person’s photo, an aesthetically pleasing food image, product packaging, and supporting text. This contradicts prior research suggesting that ads with minimal text and a sleek design have a greater impact. Additionally, promotional pricing displayed in bold had a notable effect on participants. Limitations – The study adhered to GDPR standards by anonymizing data and using averaged metrics. However, it was conducted in an artificial setting, which may not fully reflect real retail environments. Additionally, the small sample size of 30 participants limits the generalizability of the findings. Technical challenges, such as those associated with EEG usage and participant selection criteria, were effectively addressed. Originality – This research study stands out by integrating EEG to objectively measure unconscious shopper responses, as opposed to traditional self-reported data. It identifies specific advertisement elements that effectively increase consumer engagement, offering valuable insights into the ways in which to optimize advertising strategies to boost shopper engage…
subject: Original scientific paper
  topic: section
subject: neuromarketing
  topic: keywords
subject: neuromarketing
  topic: keywords
subject: EEG
  topic: keywords
subject: EEG
  topic: keywords
subject: advertising
  topic: keywords
subject: advertising
  topic: keywords
subject: retail space
  topic: keywords
subject: retail space
  topic: keywords
subject: consumer engagement
  topic: keywords
subject: consumer engagement
  topic: keywords
creator: Polona Dakič
creator: Armand Faganel
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-07-07
publication date: 2025-07-07
starting page: 95
ending page: 107
doi: 10.22598/mt/2025.37.1.95

The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing
type: item
description: Purpose – This research study examines the impact of atmospheric cues, such as content, design, and navigation, on impulsive buying behavior, focusing on the mediating roles of utilitarian and hedonic browsing. Design/Methodology/Approach – The study utilized a quantitative method approach, employing SPSS and AMOS for data analysis. The convenience sampling method was used to select 363 participants as the target population, consisting of individuals 18-65 years old living in Turkey who had experience using two prominent e-store platforms. Data analysis was conducted using both descriptive and inferential statistics to describe the demographic profile and structural equation modelling (SEM) to examine the causal relationships between variables. Findings and Implications – Results showed that design and navigation features positively influence impulsive buying, but they did not significantly impact utilitarian behavior. Atmospheric features affected impulsive buying directly and indirectly. Content cues positively influenced utilitarian browsing but did not significantly affect hedonic browsing. Hedonic browsing mediated the relationship between design and navigation cues and impulsive buying. These findings suggest that e-store platforms should strategically design e-stores with visually appealing designs, including vibrant colors, attractive images, and easy navigation to promote both hedonic browsing and attract impulsive purchases. To encourage more shopping time, e-store managers should also focus on navigation and personalized recommendations while avoiding overwhelming customers with excessive information. Limitation – The study’s limitations include reliance on self-reported data, which may be subject to bias, and the use of a convenience sample that may not fully represent the diversity of online shoppers. Further research should employ longitudinal studies and a broader demographic to validate these findings further. Originality – This research study contri…
subject: Original scientific paper
  topic: section
subject: atmospheric cues
  topic: keywords
subject: hedonic browsing
  topic: keywords
subject: utilitarian browsing
  topic: keywords
subject: online impulsive buying behavior
  topic: keywords
subject: mediation effect
  topic: keywords
creator: Mehmet Ozan Karahan
creator: Fatih Şahin
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-07-07
publication date: 2025-07-07
starting page: 73
ending page: 94
doi: 10.22598/mt/2025.37.1.73

Exploring Collaborative Marketing Strategies for Sustainable Growth in Tea Tourism: A Systematic Literature Review
type: item
description: Purpose – This paper investigates how collaborative marketing strategies shape the tea tourism industry, promote sustainable development, and improve destination competitiveness. It addresses gaps in the literature by offering detailed insights into the role of collaborative marketing as part of industry development, sustainable practices, and destination appeal. Methodology – A systematic literature review of 52 peer-reviewed articles was conducted, including 42 written on tea tourism between 2006 and 2024 and 10 on market orientation theory dating from 1990–2022. Key themes and findings were identified and analyzed to understand the impact of collaborative marketing strategies. Findings and implications – The research highlights the pivotal role of collaborative efforts within the Destination Marketing System (DMS) framework and market-oriented approaches in tea tourism. It identifies a gap in the application of market-driving or collaborative market-driving strategies and suggests future research directions. Stakeholders can leverage insights to craft effective marketing strategies, integrate sustainable practices, and foster collaboration, thereby enhancing destination attractiveness and competitiveness. Limitations – The study is limited by its reliance on the existing literature and potential biases in article selection. Its scope is confined to peer-reviewed journals within the specified timeframe, which may affect the generalizability of the findings. Originality – This study contributes by synthesizing extant research on tea tourism marketing strategies within a comprehensive framework encompassing the DMS and market orientation theory, offering valuable guidance for academics, practitioners, and policymakers.
subject: Review
  topic: section
subject: tea tourism
  topic: keywords
subject: collaborative marketing
  topic: keywords
subject: Destination Marketing System (DMS)
  topic: keywords
subject: market orientation theory
  topic: keywords
subject: sustainable growth
  topic: keywords
subject: stakeholder collaboration
  topic: keywords
creator: Herman Mahendra Abeykoon
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-07-07
publication date: 2025-07-07
starting page: 53
ending page: 71
doi: 10.22598/mt/2025.37.1.53

The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception
type: item
description: Purpose – This study explores the consumer perceptions of iconic brands and influence of cultural congruence of TV show sponsorships on brand desire. It looks at moderating effects of cultural fandom and threat perceptions of iconic brands. Design/Methodology/Approach – Employing a 2x2 between-subjects experimental design, this research manipulated brand iconicity (iconic vs. non-iconic) and cultural context (local vs. foreign) through scenarios involving brands and TV shows. Participants from the US, who were recruited via Mechanical Turk, responded to various measures concerning brand perception and cultural association on a 7-point Likert scale. Findings and implications – Iconic brands were perceived to be more desirable, appealing, and attractive. The findings underscore that iconic brands paired with culturally congruent sponsorships enhance brand desirability. Desire for iconic brands is moderated by individual cultural orientations and iconicity – by perceptions of foreign threat. This study extends iconic brands theory by demonstrating the synergistic effect of cultural congruence on brand desirability. It highlights the strategic importance of aligning brand messages with cultural values to amplify consumer engagement. Limitations – The study’s primary limitations include its focus on a predominantly American context, with a sample size that may not capture the full spectrum of global consumer behavior. Originality – This research study contributes original insights into the dynamic interplay between brand iconicity/culture and cultural congruence, providing empirical evidence on how cultural fit enhances consumer perceptions. It offers valuable implications to brand managers on leveraging cultural elements of sponsorships to enhance brand equity.
subject: Preliminary communication
  topic: section
subject: iconic brands
  topic: keywords
subject: consumer perception
  topic: keywords
subject: media sponsorship
  topic: keywords
subject: cultural fandom
  topic: keywords
creator: Gedas Kučinskas
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-07-07
publication date: 2025-07-07
starting page: 33
ending page: 51
doi: 10.22598/mt/2025.37.1.33

Shopping on a Social Planet: The Mediating Role of Trust
type: item
description: Purpose – The purpose of this study is to investigate the factors that influence social commerce (s-commerce) shopping intention employing the Theory of Planned Behavior (TPB). The determinants such social influence, electronic word of mouth (eWOM), and trust on the intention, and social influence and eWOM on trust, as well as the role of trust as a mediator, are examined. Design/Methodology/Approach – This study makes use of a dataset containing 233 responses from an online survey, selected through non-probability sampling. The partial least squares structural equation modelling (PLS-SEM) with SmartPLS 4.0 was employed to analyze the data and confirm the hypotheses proposed. Findings and implications – The findings demonstrated empirically that social influence and eWOM significantly contribute to enhancing s-commerce shopping intention. Social influence and eWOM were also found to significantly influence trust. Also, trust was revealed to successfully mediate the association between social influence and intention, as well as between eWOM and intention. Limitation – The study focuses on shopping intentions in s-commerce but lacks an assessment of actual purchasing behavior, suggesting future research should explore the correlation between these intentions and actual shopping behavior. Originality – The study substantiated the extension of the TPB framework by enhancing its predictive power in predicting consumer shopping intentions in s-commerce.
subject: Preliminary communication
  topic: section
subject: social commerce
  topic: keywords
subject: intention
  topic: keywords
subject: trust
  topic: keywords
subject: social influence
  topic: keywords
subject: electronic word of mouth (eWOM)
  topic: keywords
creator: Wan Rasyidah Wan Nawang
creator: Intan Fatimah Anwar
creator: Amalina Mursidi
creator: Najwa Mohd Najibd
creator: Raja Azhan Raja Mamat
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-07-07
publication date: 2025-07-07
starting page: 9
ending page: 32
doi: 10.22598/mt/2025.37.1.9

Editorial Preface
type: item
description: The current issue of the journal features seven articles.
subject: Editorial Preface
  topic: section
creator: Đurđana Ozretić Došen
rights: Copyright (c) 2025 CC-BY-NC https://creativecommons.org/licenses/by-nc/4.0
date: 2025-07-07
publication date: 2025-07-07
starting page: 5
ending page: 7
doi: 10.22598/mt/2025.37.1.5