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001-es BibID:	BIBFORM079744
Első szerző:	Gajanova, Lubica
Cím:	The Potential of Using Bluetooth-based System as a Part of Proximity Marketing in the Slovak Republic / Lubica Gajanova, Margareta Nadanyiova, Jana Kliestikova, Judit Olah
Dátum:	2019
ISSN:	2218-4511 2227-6718
Megjegyzések:	Proximity marketing is considered as a tool of creating a personal relationship between a customer and a vendor at the time of in-store physical purchase through modern, personalized, timely and relevant communication. It eliminates the ever-deepening decline in purchases made in retail stores, increases customer satisfaction and helps to create a positive brand image. Last but not least, it contributes to gaining feedback and helps to meet the company's marketing goals. Bluetooth low energy beacons, called BLE (Bluetooth Low Energy), are currently one of the most widely used proximity marketing technologies. Based on the literature review, it has been identified significant shortcomings in the area of proximity marketing not only on the Slovak market but as well in general context of marketing innovations and their implication in contemporary marketing practice. Therefore, there is a need to provide revision of traditional strategic concepts with emphasis on innovative approach contained in proximity marketing concept. Up to now, the theory has been limited mainly to state the general need of incorporation of proximity marketing into managerial practice across markets but there is still missing exact detection of specific tools of proximity marketing in the scope of consumer's preferences. So, the aim of the paper is to propose recommendations for the practice of enterprises based on the survey of perception of proximity marketing activities by tools of Bluetooth technologies, with regard to the specifics of its implementation in the Slovak Republic. For this reason, a questionnaire survey of the perception of proximity marketing activities by consumers has been provided. The data used in the presented paper were obtained by our own survey carried out on the sample of 568 respondents (citizens of the Slovak Republic older than 15 years). We've statistically evaluated the given data by hypotheses verification provided by relevant statistical tests. Therefore, the important groundwork for making proposals and recommendations for business practice in the scope of implementing proximity marketing in the Slovak Republic has been created. We have found out that 1) respondents who have interest in proximity marketing show more positive buy-in response and 2) respondents who prefer to shop in the store before buying through the Internet based on a promised reward also have a higher level of loyalty. So, we can conclude that there is a great assumption that Bluetooth technology-based activities provided in the scope of proximity marketing will trigger in practice higher conversion rate in comparison with other theoretically recommended. To exploit this competitive advantage fully, there is a prior need to develop the relevant theory of proximity marketing with respect to consumer's specifics in the perception of this marketing innovation
Tárgyszavak:	Társadalomtudományok Gazdálkodás- és szervezéstudományok idegen nyelvű folyóiratközlemény külföldi lapban
Megjelenés:	Marketing and Management of Innovations. - 2 (2019), p. 239-252. -
További szerzők:	Nadanyiova, Margareta Klieštiková, Jana Oláh Judit (1973-) (agrárközgazdász, logisztika)
Internet cím:	Szerző által megadott URL DOI Intézményi repozitóriumban (DEA) tárolt változat
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001-es BibID:	BIBFORM082765
Első szerző:	Nadanyiova, Margareta
Cím:	Financing of adverts and its impact on the brand value / Margareta Nadanyiova, Jana Kliestikova, Judit Olah
Dátum:	2019
ISSN:	1805-9112
Megjegyzések:	The brand represents an important role not only for managers of companies of different sizes in strategic decisions, but also for consumers in their daily lives. It expresses the certain relationship between the product and the customer, and its value has both the ability and the power to influence the purchasing decision-making process of customers. Building brand value is a very important and fundamental step for every company. If a company wants to have a strong market position and also own a strong brand, it must make every effort and cost to implement the planned strategies. The aim of this article is to define the theoretical basis of the brand as well as brand value and its relation with financing of adverts from the viewpoint of Slovak and foreign authors. This includes a regression and correlation analyses focused on investigate the dependence between the advertising costs and brand value in technology industry. The basic sources of research were secondary data obtained from worldwide surveys in the form of rankings published by Interbrand, Forbes magazine, annual reports of companies and published professional publications. General scientific methods were applied for the processing of the data, as well as mathematical-statistical methods to evaluate the data collated from the results of regression and correlation analyses and test the linear independence. The results of an analyses show that the advertising costs and brand value are linearly dependent, specifically it is medium-strong direct linear dependence. Therefore, the financing of adverts has a direct effect on brand value in technology industry.
Tárgyszavak:	Társadalomtudományok Gazdálkodás- és szervezéstudományok idegen nyelvű folyóiratközlemény külföldi lapban folyóiratcikk
Megjelenés:	Littera Scripta. - 12 : 2 (2019), p. 1-12. -
További szerzők:	Klieštiková, Jana Oláh Judit (1973-) (agrárközgazdász, logisztika)
Internet cím:	Szerző által megadott URL Intézményi repozitóriumban (DEA) tárolt változat
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001-es BibID:	BIBFORM079360
Első szerző:	Nadanyiova, Margareta
Cím:	The Brand Value and its Impact on Sales in Automotive Industry / Margareta Nadanyiova, Lubica Gajanova, Dominika Moravcikovam, Judit Oláh
Dátum:	2019
ISSN:	2336-3037
Megjegyzések:	The aim of this article is to define the theoretical basis of brand value from the viewpoint of domestic (Slovak) and foreign authors and its impact on sales. This includes a regression and correlation analyses focused on investigate the dependence between the brand value and sales in automotive industry. The basic sources of research were secondary data obtained from worldwide surveys in the form of rankings published by Forbes magazine, annual reports of companies and published professional publications. General scientific methods were applied for the processing of the data, as well as mathematical-statistical methods to evaluate the data collated from the results of regression and correlation analyses and test the linear independence. The results of analyses show that the brand value and sales are linearly dependent, specifically it is medium-strong direct linear dependence. Therefore, the brand value has a direct effect on sales volume
Tárgyszavak:	Társadalomtudományok Gazdálkodás- és szervezéstudományok idegen nyelvű folyóiratközlemény külföldi lapban
Megjelenés:	LOGI. - 10 : 1 (2019), p. 41-49. -
További szerzők:	Gajanova, Lubica Moravcikovam, Dominika Oláh Judit (1973-) (agrárközgazdász, logisztika)
Internet cím:	Szerző által megadott URL DOI Intézményi repozitóriumban (DEA) tárolt változat
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