Marketing Science & Inspirations

2015 - 2025

From Comenius University in Bratislava, Faculty of Management
Contact information at EDIRC.
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Volume 20, issue 4, 2025

The IKEA effect in human-AI collaboration: Does the effect exist for non-physical products? Part II pp. 2-11

Renata Nemeth and Nikolett Czuprak

Form ideas to innovation: A creativity-driven model for new product development in the Algerian agro-food industry pp. 12-25

Sabrina Boukellal, Hakima Souki and Mohand Chitti

B2B market satisfaction and loyalty assessment with an emphasis on the provision of technological solutions pp. 26-39

Lucie Ferdova, Laura Volkl, Dita Hommerova and Christiane Hellbach

New trends of marketing communication in the digital era of tourism: Territorial disparities and current challenges pp. 40-53

Kristina Melusova

Breaking the micro-agency assessment bottleneck: Embedded analytics for e-commerce portfolio management. Part I pp. 54-60

Angelo Luca

Volume 20, issue 3, 2025

The IKEA effect in human-AI collaboration: Does the effect exist for non-physical products? Part I pp. 2-6

Renata Nemeth and Nikolett Czuprak

Optimising marketing communication processes in cultural tourism pp. 7-14

Jan Ganobcik, Martin Halmo and Michal Lukac

Who is the potential audience for classical music? The case of the Czech Republic pp. 15-26

Marie Duskova, Jan Koudelka and Miroslav Karlicek

Identification of satisfaction and dissatisfaction factors of hotel customers using natural language processing techniques pp. 27-45

Salma Cherdouh, Salim Kebir and Hanane Meslem

Leveraging AI-powered social media platforms to enhance customer engagement and drive sales growth in Uganda’s SMEs pp. 46-58

Kamala Laki and Andrej Miklosik

Volume 20, issue 2, 2025

Online master's degree: Analyzing the accessibility of international education in the Philippines – A global marketing perspective. Part II pp. 2-13

Nelson Guillen

The impact of emotional attachment on brand loyalty: A case study of Algerian consumers pp. 14-26

Zohra Chebab and Yahia Boukerch

Strategic marketing and talent management in supporting the reintegration of women after parental leave pp. 27-44

Michaela Štefanová

Volume 20, issue 1, 2025

Co-creating sales management curricula with practitioners – insights on competencies for future sales managers. Part II pp. 2-7

Karina Jensen, Camilla Valbak-Andersen and Lars Kristensen

Online master's degree: Analyzing the accessibility of international education in the Philippines – A global marketing perspective. Part I pp. 8-18

Nelson Guillen

Effective marketing mix of a manufacturing company in the context of sustainability and competitiveness pp. 19-32

Viktorie Kovarikova, Zuzana Dzilska and Frantisek Pollak

The adoption of relationship marketing in rated hotels: An importance-performance analysis in Setif, Algeria pp. 33-53

Asma Boukhaoua, Fares Habbache and Maouahib Zerouati

Volume 19, issue 4, 2024

Customers' intentions to adopt digital health services: An extended TAM pp. 2-16

Meriem Mechta, Kamel Mouloudj, Ahmed Bouarar, Liudmіla Bovsh and Alla Rasulova

Co-creating sales management curricula with practitioners – insights on competencies for future sales managers. Part I pp. 17-24

Karina Jensen, Camilla Valbak-Andersen and Lars Kristensen

Hypothetical constructs of consumer behavior as predictors of pro-environmental behavior. An empirical study based on smartphones pp. 25-44

Sarah Mohr, Stefan Wengler, Joachim Riedl, Wolfgang Bichler-Riedl and Marcin Czaban

The impact of perceived anthropomorphism of the conversational agent (CA) on social presence, flow, and users' behavioral intention pp. 45-59

Zahra Belhamri and Imene Belboula

Volume 19, issue 3, 2024

Structuring live stream commerce: A study on classification, framework development, and future research agendas pp. 2-17

Hsunchi Chu

(Re)designing an International Marketing course: Engaging a diverse classroom in real-client projects pp. 18-31

Darko Pantelic

Fostering innovation in Algerian artisanal crafts: The impact of cluster development in Constantine and Batna pp. 32-50

Ouardia Laoudj, Yasmine Krim and Mehdi Bouchetara

Measurement of women attitude toward the consumption of organic foods in Turkiye & Algeria pp. 51-59

Chems Boukhedimi and Mevlüde Ataş

Volume 19, issue 2, 2024

Interaction between cognitive process and social dynamics in shaping individual analyzing of online reviews. Part II pp. 2-13

Nabil Boumesbah and Moussa Chenini

The website through Gen Z's eyes: Key insights and important elements for effective online PR promotion of universities pp. 14-23

Hana Volfova, Anna Janku, Miroslav Landa and Natalie Rausova

The landscape of digital inbound marketing tools adoption by Algerian firms pp. 24-38

Hanane Meslem

Motivations for the commitment of Algerian companies to social responsibility: An analytical study of a number of agri-food companies pp. 39-57

Sylia Berboucha, Hocine Ifourah and Naima Ayad

Volume 19, issue 1, 2024

Green marketing and its impact on consumer buying behavior in city of Muntinlupa, Philippines. Part II pp. 2-14

Maria Costales

Characteristics of research on green marketing. Theoretical study pp. 15-25

Mariangela Barraco

The use of smartphones among young people pp. 26-38

Assia Guedjali and Riad Benghebrid

Interaction between cognitive process and social dynamics in shaping individual analyzing of online reviews. Part I pp. 39-49

Nabil Boumesbah and Moussa Chenini

Volume 18, issue 4, 2023

Understanding reference points to make purchase decisions: overview, phases, and time-features pp. 2-13

Theodore Tarnanidis

Leveraging beauty pageants for brand exposure: An analysis of sponsorships and advertising opportunities in Philippine pageantry pp. 14-28

Nelson Guillen

An overview of ethical issues in neuromarketing: Discussion and possible solutions pp. 29-47

Yahia Mouammine and Hassan Azdimousa

Green marketing and its impact on consumer buying behavior in city of Muntinlupa, Philippines. Part I pp. 48-53

Maria Costales

Volume 18, issue 3, 2023

Sexism in advertisements – a cross-cultural analysis pp. 2-16

Joachim Riedl, Stefan Wengler, Marcin Czaban and Simon Steudtel

Factors affecting the communication mix of small businesses in the selected industry pp. 17-24

Monika Březinová

A descriptive study on Turkish young consumers’ soft drink buying behaviors pp. 25-35

Emel Yarimoglu, Iremsu Cebisli, Ali Levent, Talha Tesik and Melisa Ozan

Developing a growth marketing approach to B2B customer retention: Case Algeria pp. 36-46

Lamia El Mokretar and Mélia Adman

Maximizing business potential: The symbiotic relationship between employee training and business success pp. 47-55

Vasilii Ostin

Volume 18, issue 2, 2023

Brand seduction as a tool for brand's success: Conceptualizing the term pp. 2-11

Matouš Haicl

Sustainable tourism development: Insights from accommodation facilities in Bukhara along the silk road pp. 12-25

Mukhriddin Kilichov and František Olšavský

Marketing strategies in response to tough times – lessons from India during a global crisis pp. 26-39

Meenakshi Handa and Ronika Bhalla

The role of marketing metrics in social media: A comprehensive analysis pp. 40-49

Lucia Kočišová and Peter Štarchoň

Volume 18, issue 1, 2023

Process of developing the international city branding strategy: Case study city of Kharkiv pp. 2-15

Nataliia Parkhomenko

Short-term and seasonal time series models for online marketing campaigns pp. 16-26

Mária Bohdalová and Miriama Křížková

A study of the consumer behavior as the key to expanding the museum audience pp. 27-35

Firuz Kurbanov

Application of marketing principles for HEIs: A perspective of Pakistani universities pp. 36-55

Ayesha Zafar, Musa Mazhar and Yahya Ijaz