Tržište/Market

2007 - 2025

Current editor(s): Đurđana Ozretić Došen

From Faculty of Economics and Business, University of Zagreb
Contact information at EDIRC.
Bibliographic data for series maintained by Tanja Komarac ( this e-mail address is bad, please contact ).

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Volume 37, issue SI, 2025

Editorial preface pp. 5-7

Zoran Krupka and Vivian Iara Strehlau

The Impact of Environmental Awareness and Consumption Ethics on Proactive Environmental Behaviour: The Mediating Role of Political Position pp. 9-23

Jussara da Silva Teixeira Cucato, Flavio Santino Bizarrias, Vivian Iara Strehlau, Marlette Cassia Oliveira Ferreira and Jussara Goulart da Silva

The Role of CEO Experience and Focus on Firm Performance pp. 25-46

Goran Vlasic, Zoran Krupka and Kristijan Keleminic

Determining Factors That Influence Brazilian Consumers Using Fintechs pp. 47-62

Kaue Augusto Fernandes and Cristina Helena Pinto de Mello

Engagement of Generation Z in Company-Customer Relationships on Social Media – A Comparative Analysis of Poland and Great Britain pp. 63-84

Olga Lawinska and Anna Korombel

Digital vs. Traditional: Selected Views on Creating Optimal Marketing Communication Mix pp. 85-97

Frantisek Pollak, Peter Markovic and Kristian Kalamen

Volume 37, issue 1, 2025

Editorial preface pp. 5-7

Durdana Ozretic Dosen

Shopping on a Social Planet: The Mediating Role of Trust pp. 9-32

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

The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception pp. 33-51

Gedas Kucinskas

Exploring Collaborative Marketing Strategies for Sustainable Growth in Tea Tourism: A Systematic Literature Review pp. 53-71

Herman Mahendra Abeykoon

The Influence of Atmospheric Cues on Impulsive Buying Behavior: Exploring the Roles of Utilitarian and Hedonic Browsing pp. 73-194

Mehmet Ozan Karahan and Fatih Åžahin

Enchancing Point of Sale Materials for Consumer Engagement: A Neuromarketing Approach pp. 95-107

Polona DakiÄ ; Faculty of Management and Armand Faganel

A Systematic Review of Museum Marketing Research: Key Insights and Future Research Directions pp. 109-134

Tanja Komarac

Trust Me, I’m Agreeable: The Role of Perceived Host Personality Traits in Airbnb Booking Intention pp. 135-153

Morana Fuduric, Elena Puljic and Sandra Horvat

Volume 35, issue 2, 2023

Editorial preface pp. 125-127

Ä urÄ‘ana Ozretić DoÅ¡en

Analysis of Hedonic and Utilitarian Consumer Values Affecting the Retail Store Image in India pp. 129-143

Umesh Ramchandra Raut and Prafulla Arjun Pawar

How Do Personality Traits Influence the Behavioral Intentions of Gen-Z Tourists? pp. 145-163

Alexander Joseph Ibnu Wibowo

Consumer Ethnocentrism and the Influence of Selected Demographic Factors: A Comparative Study Among the Countries of Slovakia, the Czech Republic, and the Philippines pp. 165-181

Marián Čvirik and Emmanuel Dotong

Determinants of Consumer Purchase Intention Towards Cheeses with Geographical Indication in a Developing Country: Extending the Theory of Planned Behavior pp. 183-204

Dubravka Užar and Jelena Filipović

Revitalization of the Slovenian Herbal Market? A Mixed Study Approach pp. 205-221

Sabina Krsnik and Karmen Erjavec

Measuring the Effectiveness of Online Sales by Conducting A/B Testing pp. 223-249

Miroslav Mandić, Iva Gregurec and Uglješa Vujović

Learning from Pandemic Periods: Elements of the Theory of Behavioral Transformation pp. 251-266

Sigitas Urbonavicius and Karina Adomaviciute – Sakalauske

Volume 35, issue 1, 2023

Editorial preface pp. 5-6

Đurđana Ozretić Došen

Using Supervised Machine Learning Methods for RFM Segmentation: A Casino Direct Marketing Communication Case pp. 7-22

Danijel Bratina and Armand Faganel

The Role of Store Environment Cues on Store Personality and Store Image pp. 23-40

Elif Taşkın and Zehra Bozbay

What Influences Croatian Consumers’ Wine Choice? pp. 41-56

Ivana Alpeza, Ivan Nižić and Zrinka Lukač

Data-Driven Market Segmentation: The Case of Medical Tourists in Lebanon pp. 57-75

Samar Billi Noaman, Mazen Jabbour, Daniel Range and Leonardo Mataruna-Dos-Santos

Information Commerce (i-Commerce) Usage and Purchase Decisions Among University Students During COVID-19 pp. 77-92

Norzaidi Mohd Daud, Raja Nur Hannah Fatimah Raja Mohd Hashimb, Anis Irdina Yang Asri, Nurul Haslinda Mohd Azmaruza and Syed Amir Zakir Syed Azizi

The Influence of Social Media Marketing Activities on TikTok in Raising Brand Awareness pp. 93-110

Elvin Sheak and Sham Abdulrazak

Volume 34, issue 1, 2022

Editorial preface pp. 5-7

Đurđana Ozretić Došen

Brand Presence in Decision-Making Involving Decoys pp. 9-24

Radka Kubalová and Martin Klepek

The Importance and Realization of Personal Values and Cognitive Age pp. 25-40

Agnes Hofmeister-Tóth and Agnes Neulinger

Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands pp. 41-57

Nkosinamandla Shezi

Impact of the Congruence Between Brand Personality and Consumer Personality on Emotional Loyalty: What Makes Apple and Samsung Different pp. 59-77

Neda Letukytė and Sigitas Urbonavičius

Improvement in Customer Experience Through the Creation of Virtual Brand Communities pp. 79-92

Monika Matušovičová, Martin Kuchta and Monika Stanková

Improvement in Customer Experience Through the Creation of Virtual Brand Communities pp. 93-108

Indrė Baubonytė, Justas Nugaras and Živilė Sederevičiūtė-Pačiauskienė

CORRIGENDUM: Correction of the first author’s affiliation pp. 109-110

Matia Torbarina, Lara Jelenc and Ivana Brkljačić

Volume 33, issue SI, 2021

Editorial preface pp. 5-7

Tanja Komarac and Vatroslav Skare

Internal Brand Communication for Transforming Employees into Brand Champions: The Role of Knowledge and Value Congruence pp. 9-27

Maja Konecnik Ruzzier, Katja Terglav and Robert Kase

Willingness to Buy Digital and Physical Books: Impact of Price Fairness Perceptions on Different Price Levels and Content of Books pp. 29-46

Gedas Kucinskas and Indrė Pikturnienė

Perceived Private Label Authenticity: A Two-Study Analysis pp. 47-66

Sandra Horvat, Tanja Komarac and Đurđana Ozretić Došen

A Quasi-Experimental Approach to Analyzing Sexual Appeal and Gender in Advertising – Evidence from Brazil pp. 67-80

Willian Feitosa, Carlos Eduardo Lourenço, Lígia H. Rezende, Noemi Saeki Sunago and Susana Silva

Attitudes Towards Climate Change and Electric Car Purchase – The Case of European Consumers pp. 81-94

Ljiljana Božić

Volume 33, issue 2, 2021

Editorial preface pp. 127-128

Đurđana Ozretić Došen

Gamification and Firms Competitiveness: An Analysis of Deposit Money Banks pp. 129-147

Powel Maxwell Worimegbe and Temitope Mariam Worimegbe

Outcomes of Perceived Online Webshop Quality: Empirical Evidence pp. 149-164

Alexander Joseph Ibnu Wibowo

Identifying Relevant Segments of Potential Banking Chatbot Users Based on Technology Adoption Behavior pp. 165-183

Mónika-Anetta Alt and Vizeli Ibolya

Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives pp. 185-203

Maja Vujičić, Bruno Grbac and Vladimir Mozetič

Awareness, Attitudes and Purchase of Food With Quality Labels in Slovenia pp. 205-219

Sabina Krsnik and Karmen Erjavec

The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building pp. 221-238

Zoran Krupka, Mateja Mirt and Đurđana Ozretić Došen

IN MEMORIAM Professor Emerita Mira Marušić pp. 239-243

Darko Prebežac

Volume 33, issue 1, 2021

Editorial preface pp. 5-6

Đurđana Ozretić Došen

Agribusiness Changes Caused by the Russian Food Embargo: An Interfirm Relationships Perspective pp. 7-24

Olga A. Kusraeva and Vera A. Rebiazina

Explaining Mobile Commerce Usage Intention Based on Technology Acceptance Models in a Developing Market Context pp. 25-40

Luis Edwin Chimborazo, Marta Frasquet and Alejandro Mollá

Effect of the Social Media Marketing Strategy on Customer Participation Intention in Light of the Mediating Role of Customer Perceived Value pp. 41-58

Ardeshir Bazrkar, Mohammad Hajimohammadi, Erfan Aramoon and Vahid Aramoon

Service Quality of Conventional and Islamic Banks in Turkey pp. 59-74

Özgür Kökalan, Ibrahim Güran Yumuşak and Ahmet Bingöl

Service-Oriented Organizational Citizenship Behavior, Service Quality and Customer Citizenship Behavior: Comparison of Implementation and Evaluation from the Perspective of Bank Customers pp. 75-92

Soni Harsono, Harry Widyantoro, Tjahjani Prawitowati and Basuki Rachmat

Tourist Satisfaction as a Driver of Destination Marketing Improvements: The Case of the Opatija Riviera pp. 93-112

Lorena Bašan, Jelena Kapeš and Ana Kamenečki