Suchergebnisse

Cultural intelligence represents a set of competencies and skills that enable a person to adapt in situations that are multicultural in nature. It consists of four basic factors, namely the metacognitive, cognitive, motivational and behavioural factors. The main goal of this paper is to examine the influence of the motivational factor of cultural intelligence on the decision of consumers from the Republic of Serbia to accept foreign brands. Empirical research was carried out using the survey method, the total number of respondents in the sample is 122, their answers were analysed using statistical software SPSS, and the statistical analyses used were reliability analysis, correlation analysis, simple regression analysis, the ANOVA test, and the T-test for two independent samples. The results of the research show that the motivational factor of cultural intelligence achieves a positive influence on the decision of consumers to accept foreign brands, that the degree of cultural intelligence is equally pronounced among people belonging to Generations X, Y and Z, as well as that the degree of cultural intelligence is more pronounced among people with a university level education compared to people with a high school education. The existing research gap in scientific literature is filled by the results of this research, while the managerial implications of the study are reflected in the provision of information to marketers about the importance of the cultural intelligence of consumers. In other words, it is emphasised that this group of consumers has cosmopolitan views, that they are part of a global consumer culture, that they are innovative, and that they buy foreign brands, which should be taken into account when formulating a marketing strategy.

Abstract
Consumer behaviour, primarily in terms of examining consumers' loyalty, as one of the key marketing ideas, represents a subject of consideration in many areas. One of them is pharmaceutical marketing. This paper places a special focus on the examination of over-the-counter products, i.e. it tries to identify which variable has the greatest impact on loyalty towards these products. By using the quantitative analysis, it was examined whether perceived risk, pharmacist expertise, promotional activities and price sensitivity affect the creation of consumer loyalty. In addition, the aim was to determine whether consumer loyalty to over-the-counter products results in buying behaviour. Based on the applied correlation and regression analysis, it was confirmed that perceived risk and pharmacist expertise have a statistically significant impact on consumer loyalty, and that there is a statistically significant relationship between consumer loyalty and readiness to purchase.

Due to the increasing process of globalization, consumers' attitudes and beliefs are formed under the influence of numerous factors, which are not being considered to a large degree when it comes to doing business on a national level, but which may have significant implications on evaluation of international and global aspects of company's operation. One of these factors is the country of origin of products. Although there is a large number of papers in the field of international marketing which investigate issues of the relation of consumers' loyalty and country of origin of products, the originality of this research arises from the fact that, this paper examines the influence of the country of origin of the products on consumers' loyalty, not directly, but observed via specific characteristics of the product, such as quality, design and prestige. Using a regression analysis, it examines the effect of the country of origin of a product on the perception of product's quality, design and prestige, as well as the extent to which these three variables affect consumers' loyalty. The importance of implemented empirical research, unlike others done in Serbia, is reflected in analyzing unified influence of individual variables. It has been noticed that major influence on consumers' behaviour has prestige related to consumption of products from certain countries, following design, while the impact of product's quality was minimal. By applying the empirical model research, it has been confirmed that all defined variables significantly determine consumer's loyalty when it comes to country of origin. By applying one-factor analysis of a variance, it examines whether there is a statistically significant effect of the defined variables on the loyalty, when it comes to different categories of the respondents.

In the contemporary circumstances of accelerated globalization, every country, region and city have to compete for their part in the total number of the world's consumers, tourists, businesses, investment and experts. Creating a brand and building a favorable image of the specific city can be of great importance in the process of the realization of its economic, political and developmental objectives, differentiation with regard to competitive cities, as well as in the process of gaining a global competitive advantage. This paper examines the impact of foreign direct investment and the image of the company on the improvement of the image of the city in which the investments are realized. The results of the empirical research, which refers to the investment of the international company Fiat in the City of Kragujevac, indicate that investments, the company's image and its business have a positive influence on the image of the city, primarily through its impact on the economic and infrastructural aspects.

In conditions of intense competition, it is not enough to achieve only customer satisfaction. The marketing-oriented companies must be focused on building long-term customer loyalty. Creation and delivery of superior values are the key activities to achieve and maintain competitive advantage. This study seeks to examine how the different value dimensions of travel agencies' services affect both dimensions of loyalty: the intention of using the same services again and recommending them to others. Primary data were collected through questionnaire method. In the study, descriptive statistics, correlation and multi-point regression were used for data analysis. The results of survey point out two key dimensions of perceived value that achieve a statistically significant effect on loyalty: quality of interaction and value for money. Identification of key dimensions of perceived value as an initiator of loyalty is essential for service-oriented companies, because in this way they increase opportunities for improving business relationships with clients, in the future.