Sensory Marketing

The issue of sensory marketing is a relatively new concept in managerial science. Due to the competitive environment of the global market, companies are confronted with the constant need to find effective approaches that will allow them to maintain a competitive advantage in the fight for the customer. One such approach is the application of sensory marketing tools to brand-building processes. The aim of the chapter is to bring the issue of sensory marketing closer to the general professional public. The chapter also focuses on the pointing out the fact that only by taking into account the specifics related to sensory marketing, the process of building a brand becomes holistic and sustainable. The theoretical framework describes the basic foundations of the issue. The empirical part presents a description of the selected experiment from a series of five experimental investigations performed to verify the theoretical assumptions in practice. From the point of view of the findings, it can be stated that targeted stimulations of the senses have a significant impact on the overall experience of individuals. Through the synthesis of theoretical and practical knowledge, it was possible to compile a model for the application of knowledge to business practice

Impact of coronavirus pandemic on changes in e-consumer behaviour: Empirical analysis of Slovak e-commerce market

The issue of the impacts of the COVID-19 pandemic on the economy is highly topical at a time of gradual economic recovery. The study presents the results of more than a year and a half of empirical research on changes in consumer behaviour patterns of Slovaks obtained through an analysis of their online interactions with the five main representatives of the e-commerce industry. During both pandemic waves B2C and C2B interactions of a sample of more than half a million customers in the Facebook social network environment were systematically recorded. Subsequently, the data were compared with the reference period one year after the historically first lockdown. The results suggest that during the pandemic, customers switched into completely new patterns of consumer behaviour aimed at maximizing benefits. However, as the pandemic progressed, these patterns combined with the pre-pandemic standard behaviour and created a new, relatively stable evolving trend. This economically significant trend must be considered in business practice.Web of Science70438936

Self-Assembled Monolayers of Molecular Conductors with Terpyridine-Metal Redox Switching Elements: A Combined AFM, STM and Electrochemical Study

Self-assembled monolayers (SAMs) of terpyridine-based transition metal (ruthenium and osmium) complexes, anchored to gold substrate via tripodal anchoring groups, have been investigated as possible redox switching elements for molecular electronics. An electrochemical study was complemented by atomic force microscopy (AFM) and scanning tunneling microscopy (STM) methods. STM was used for determination of the SAM conductance values, and computation of the attenuation factor β from tunneling current–distance curves. We have shown that SAMs of Os-tripod molecules contain larger adlayer structures compared with SAMs of Ru-tripod molecules, which are characterized by a large number of almost evenly distributed small islands. Furthermore, upon cyclic voltammetric experimentation, Os-tripod films rearrange to form a smaller number of even larger islands, reminiscent of the Ostwald ripening process. Os-tripod SAMs displayed a higher surface concentration of molecules and lower conductance compared with Ru-tripod SAMs. The attenuation factor of Os-tripod films changed dramatically, upon electrochemical cycling, to a higher value. These observations are in accordance with previously reported electron transfer kinetics studies

Analysis of Digital Customer Communities in terms of their interactions during the first wave of the COVID-19 pandemic

The COVID-19 pandemic has redefined procedures in every business sector. In the first half of 2020, companies had to face an unexpected and unpredictable situation that resulted in both threats and opportunities in real time. Almost overnight, brick-and-mortar establishments of most stores closed, and the dominant part of transactions and activities moved from offline to the online environment. The main goal of the paper is to identify changes in the interactions of digital customer communities of selected e-business representatives in the Czech market. Within a sample of almost one and a half million Facebook users, during the first spring COVID-19 lockdown (March to May 2020), the interactions of the five largest Czech e-shops and their customers were recorded on a daily basis. The data were then subjected to a thorough statistical analysis in order to identify the specifics that resulted from the highly non-standard market situation. The results suggest that during the pandemic, there was a major reallocation of interactions in terms of their timing. Most interactions take place during the working week From a day-to-day perspective, most of the interactions occur at around noon. In view of the findings, it can be stated that in order to maintain the competitiveness resulting from efficient management of corporate resources, it will be necessary to modify the usual procedures of e-marketing communication, as well as human resources management procedures in terms of the optimization of work of employees working from home.Web of Science16215113

XXV. mezinárodní kolokvium o regionálních vědách

Title in English: 25th International Colloquium on Regional Sciences: Conference proceedings The conference proceedings consists of papers presented at the 25th International Colloquium on Regional Sciences that was organized by Department of Regional Economics and Administration FEA MU. It contains 57 articles arranged by topic. The individual articles deal with e.g. socioeconomic disparities among regions, regional policy, territory attractiveness, tourism, or regional public administration

Return to the new normal: Empirical analysis of changes in e-consumer behavior during the COVID-19 pandemic

The global pandemic caused by the new coronavirus has largely changed established business practices. The aim of this study is to present the results of eighteen months of intensive research into the effects of the pandemic on e-consumer behavior. In one of the most active e-commerce markets in Europe, the Czech Republic, we analyzed a sample of more than one and a half million Facebook users in terms of their C2B interactions on the B2C activities of the five major e-commerce market players. The measurements were carried out in three periods, which corresponded to the onset of the first wave, the peak, and the fading of the second wave of the pandemic. This enabled us to monitor the effect of seasonality and the stabilization of patterns of consumer behavior during the coronavirus crisis. The results suggest that a specific panic pattern of e-consumer behavior was developed at the time of the onset of the pandemic. However, as the pandemic progressed, the market adapted to a new normal, which, as evidenced by the change in trends, appears to be a combination of the pre-pandemic and pandemic behavioral patterns. Using a statistical analysis, it was possible to identify the delta of changes within the patterns of consumer behavior, thus fulfilling the final condition for creating an empirical model of the impacts of the COVID-19 pandemic on e-consumer behavior presented in this study.Web of Science123art. no. 8

Self-Assembled Monolayers of Molecular Conductors with Terpyridine-Metal Redox Switching Elements: A Combined AFM, STM and Electrochemical Study

Self-assembled monolayers (SAMs) of terpyridine-based transition metal (ruthenium and osmium) complexes, anchored to gold substrate via tripodal anchoring groups, have been investigated as possible redox switching elements for molecular electronics. An electrochemical study was complemented by atomic force microscopy (AFM) and scanning tunneling microscopy (STM) methods. STM was used for determination of the SAM conductance values, and computation of the attenuation factor β from tunneling current–distance curves. We have shown that SAMs of Os-tripod molecules contain larger adlayer structures compared with SAMs of Ru-tripod molecules, which are characterized by a large number of almost evenly distributed small islands. Furthermore, upon cyclic voltammetric experimentation, Os-tripod films rearrange to form a smaller number of even larger islands, reminiscent of the Ostwald ripening process. Os-tripod SAMs displayed a higher surface concentration of molecules and lower conductance compared with Ru-tripod SAMs. The attenuation factor of Os-tripod films changed dramatically, upon electrochemical cycling, to a higher value. These observations are in accordance with previously reported electron transfer kinetics studies