The Importance of Brand Liking and Brand Trust in Consumer Decision Making: Insights from Bulgarian and Hungarian Consumers During the Global Economic Crisis

This paper presents the research findings of a global brand study conducted during the recent global economic crisis. The study sought to understand how four brand constructs (country-of-origin, brand familiarity, brand liking and brand trust) would influence global brand purchase intent in a sample of consumers living in Bulgaria and Hungary. Step-wise regression models were used for the study’s twenty brands for consumers living in both countries. The regression models indicated that brand liking and brand trust were the most important predictors of purchase intent in both groups. The paper discusses the relevance of these findings for marketing global brands in post-crisis environments in both countries.brand trust, brand liking, Hungary, Bulgaria, global marketing

Stratégiai piacra lépési korlátok Magyarországon

E tanulmányban két korábbi kutatásunkra alapozva vizsgáljuk a külföldi vállalatok magyarországi piacra lépésének, illetve a magyar vállalatok importjának stratégiai korlátait, és összevetjük a jelenlegi tanulságokat a korábbi két felmérés eredményeivelt. Ez az összehasonlítás némi betekintést nyújthat a magyar belső piacnak az egységes európai piachoz történő illeszkedési folyamatába az Eegységes Eeurópai Ppiachoz. A cikk gyakorlati útmutatást kíván adni a magyar piaci szereplőknek a magyar piacon alkalmazott stratégiai piacra lépési korlátok köréről és vállalkozói megítéléséről. This study is a continuation of a former project of the same research team. The focus of the research is market entry in Hungary for foreign firms, along with strategic entry barriers for both domestic and foreign importers to Hungary. A comparison of our findings from 2003 and 2008 gives some insights into the integration of the Hungarian domestic market into the Single European Market. Practical advice is offered to Hungarian market players on the scope of strategic entry barriers in Hungary as well as the ways entrepreneurs assess them. JEL: F13, F14, F1

Stratégiai piacra lépési korlátok Magyarországon

This study is a continuation of a former project of the same research team. The focus of the research is market entry in Hungary for foreign firms, along with strategic entry barriers to both domestic and foreign importers to Hungary. A comparison of our findings from 2003 and 2008 gives some insights into the integration of the Hungarian domestic market into the Single European Market. Practical advice is offered to Hungarian market players on the scope of strategic entry barriers in Hungary as well as the ways entrepreneurs assess them. JEL classification: F13, F14, F15E tanulmányban két korábbi kutatásunkra alapozva vizsgáljuk a külföldi vállalatok magyarországi piacra lépésének, illetve a magyar vállalatok importjának stratégiai korlátait, és összevetjük a jelenlegitanulságokat a korábbi két felmérés eredményeivelt. Ez az összehasonlítás némi betekintést nyújthat a magyar belső piacnak az egységes európai piachoz történő illeszkedési folyamatába az EegységesEeurópai Ppiachoz. A cikk gyakorlati útmutatást kíván adni a magyar piaci szereplőknek a magyar piacon alkalmazott stratégiai piacra lépési korlátok köréről és vállalkozói megítéléséről. This study is a continuation of a former project of the same research team. The focus of the research is market entry in Hungary for foreign firms, along with strategic entry barriers for both domestic and foreign importers to Hungary. A comparison of our findings from 2003 and 2008 gives some insights into the integration of the Hungarian domestic market into the Single European Market. Practical advice is offered to Hungarian market players on the scope of strategic entry barriers in Hungary as well as the ways entrepreneurs assess them. JEL: F13, F14, F1

NEW TYPES OF TOURISM AND TOURISM MARKETING IN THE POST-INDUSTRIAL WORLD

At the end of the 20th century in the most developed countries economy and society went through profound transformation. The emerging post-industrial society can be characterised by the dominance of service industry, more leisure time of the population, higher disposable income and more conscious consumers. These conscious consumers are more and more quality orientated and reject undifferentiated mass products. New customers of tourism and hospitality industry are not only more affluent – so less price conscious – and more quality orientated but they are also seeking activity, participation, fantasy, and experience. These new types of tourists are interested rather in aesthetic aspects of life and are seeking highly differentiated, personalised experience. In the following article the authors, professors of the French ESSCA business school overview theoretical aspects of new, post-Fordist tourism demand and present examples of the new tourism and hospitality products having emerged in the developed countries during the last years

New types of tourism and tourism marketing in the post-industrial world

At the end of the 20th century in the most developed countries economy and society went through profound transformation. The emerging post-industrial society can be characterised by the dominance of service industry, more leisure time of the population, higher disposable income and more conscious consumers. These conscious consumers are more and more quality orientated and reject undifferentiated mass products. New customers of tourism and hospitality industry are not only more affluent – so less price conscious – and more quality orientated but they are also seeking activity, participation, fantasy, and experience. These new types of tourists are interested rather in aesthetic aspects of life and are seeking highly differentiated, personalised experience. In the following article the authors, professors of the French ESSCA business school overview theoretical aspects of new, post-Fordist tourism demand and present examples of the new tourism and hospitality products having emerged in the developed countries during the last years. &nbsp

New types of tourism and tourism marketing in the post-industrial world

At the end of the 20th century in the most developed countries economy and society went through profound transformation. The emerging post-industrial society can be characterised by the dominance of service industry, more leisure time of the population, higher disposable income and more conscious consumers. These conscious consumers are more and more quality orientated and reject undifferentiated mass products. New customers of tourism and hospitality industry are not only more affluent – so less price conscious – and more quality orientated but they are also seeking activity, participation, fantasy, and experience. These new types of tourists are interested rather in aesthetic aspects of life and are seeking highly differentiated, personalised experience. In the following article the authors, professors of the French ESSCA business school overview theoretical aspects of new, post-Fordist tourism demand and present examples of the new tourism and hospitality products having emerged in the developed countries during the last years

NEW TYPES OF TOURISM AND TOURISM MARKETING IN THE POST-INDUSTRIAL WORLD

At the end of the 20th century in the most developed countries economy and society went through profound transformation. The emerging post-industrial society can be characterised by the dominance of service industry, more leisure time of the population, higher disposable income and more conscious consumers. These conscious consumers are more and more quality orientated and reject undifferentiated mass products. New customers of tourism and hospitality industry are not only more affluent – so less price conscious – and more quality orientated but they are also seeking activity, participation, fantasy, and experience. These new types of tourists are interested rather in aesthetic aspects of life and are seeking highly differentiated, personalised experience. In the following article the authors, professors of the French ESSCA business school overview theoretical aspects of new, post-Fordist tourism demand and present examples of the new tourism and hospitality products having emerged in the developed countries during the last years.tourism, tourism marketing, post-modern marketing, consumer behaviour, product development, new types of tourism, Marketing,