PERCEPTION AND INTENTION FOR BUYING PRIVATE LABEL IN PARTICULAR PRODUCT CATEGORIES AMONG MACEDONIAN CONSUMERS

Private labels are usually perceived as cheap substitutes compared to national brands. Though, in recent years private labels are becoming widely prevalent and successful in more product categories. An empirical research was conducted in order to investigate consumers’ perceptions on private labels and their intentions to purchase private labels in various product categories. Additional to descriptive statistics, Kruskal Wallis test was applied for analyzing the differences in consumers’ perceptions and intentions on private labels, regarding their demographic characteristics, i.e. gender, education and income level. The perceptions and the shopping attitudes of the consumer in the Republic of Macedonia about private labels versus national brands have insignificant influence on buying decision making. Therefore, the paper provides relevant information for marketing professionals, retailers and scholars regarding the factors influencing perceptions and buying intentions of the private labels in different product categories

Complementary impact of capabilities and brand orientation on SMBs performance

The purpose of this study is to analyse the interrelationships among capabilities and brand orientation and their effect on performance of the small and medium-sized businesses. A data set of 181 effective responses is collected and Partial Least Squares was used. The main drivers of customer performance are brand orientation and adaptive and brand promotional capabilities, while financial performance is determined by brand promotional and e-marketing capabilities and by customer performance. Brand orientation directly influences adaptive and brand promotional capabilities, while e-marketing capability is positively influenced by brand promotional capability. SMBs operating in the developing economy context need to combine multiple capabilities and brand orientation with focus on building e-marketing capability to improve financial performance. This research study is one of the first in the South-eastern European context to offer evidence-based insights on the structural relations among multiple capabilities, brand orientation and the performance of SMBs. © 2016 Vilnius Gediminas Technical University (VGTU) Press.Internal Grant Agency of FaME TBU [IGA/FAME/2015/039

An integrated model of customer loyalty in the Macedonian mobile service market

The main objective of this paper is to develop and test an integrated model of customer loyalty in the Macedonian mobile service market, analysing its determinants and their interrelationships and effects on customer loyalty. The proposed research model integrates service quality, customer satisfaction, switching costs and switching barriers as the main determinants of customer loyalty, further analysing their different effects (direct/mediating/moderating) on customer loyalty. Confi rmatory factor analysis (CFA) is used in order to assess the validity of the measurement model, and the developed structural model is tested with structural equation modelling (SEM). The reported results indicate that the proposed research model as a whole has a satisfactory level of adequacy and most of the hypothesized realtionships are confi rmed. The results suggest that customer satisfaction partially mediates the relationship between service quality and customer loyalty and also service quality has a direct and positive effect on customer loyalty. The satisfactionloyalty relationship is not mediated nor moderated by switching barriers, but switching barriers have a direct and positive effect on customer loyalty. The presented results would be of great importance for managers for the successful development of strategies for creating mobile service users’ loyalty. The empirical evidence obtained in this study suggest that Macedonian mobile operators should have in mind alternative strategies in creating customer loyalty, emphasising the fact that customer satisfaction has a stronger positive infl uence in creating customer loyalty than switching barriers. The present research provides an integrated approach in examining customer loyalty and explores the different roles of switching barriers in the relationship between customer satisfaction and loyalty. In order to further develop the integrated approach of customer loyalty modelling, some additional concepts should be incorporated and examined in the future

The impact of customer retention orientation and brand orientation on customer loyalty and financial performance in SMEs: Empirical evidence from a Balkan country

The goal of this paper is to explore the impact of SMEs’ strategic orientations on customer loyalty and financial performance. SEM analysis was employed in order to test the proposed hypotheses. Our study suggests that SMEs can improve their customer loyalty performance by developing their orientation toward creating customer retention and brand value, while at the same time maintaining brand consistency. The results confirmed only the positive relationship between brand orientation and financial performance partially mediated by customer loyalty. The type of business sector and the company’s size as control variables do not affect the assumed relationships in the model. © 2018, Rainer Hampp Verlag. All rights reserved

Fostering consumer acceptance of smart glasses: the moderating role of price sensitivity

This article is not available on ChesterRepSmart glasses have not taken off globally as expected. Unfortunately, limited research exists on the factors critical to consumer acceptance of this novel technology. This study fills this gap by investigating how individuals perceive the usefulness and intention to use smart glasses. Using an augmented value-attitude-behaviour (VAB) model, we analyze Amazon Echo Frames to examine consumer utility perception. Wearable comfort, perceived fashionability, and lifestyle compatibility play a significant role in how valuable consumers find smart glasses. This, in turn, influences their attitude and intention to use. Interestingly, price sensitivity negatively moderates the link between perceived value and attitude toward the product but not attitude-intention to use. Overall, our findings explain 78.6% of why people may adopt smart glasses, offering valuable insights for both research and industry to improve their design and marketing strategies.Unfunde

Fostering consumer acceptance of smart glasses : the moderating role of price sensitivity

Smart glasses have not taken off globally as expected. Unfortunately, limited research exists on the factors critical to consumer acceptance of this novel technology. This study fills this gap by investigating how individuals perceive the usefulness and intention to use smart glasses. Using an augmented value-attitude-behaviour (VAB) model, we analyze Amazon Echo Frames to examine consumer utility perception. Wearable comfort, perceived fashionability, and lifestyle compatibility play a significant role in how valuable consumers find smart glasses. This, in turn, influences their attitude and intention to use. Interestingly, price sensitivity negatively moderates the link between perceived value and attitude toward the product but not attitude-intention to use. Overall, our findings explain 78.6% of why people may adopt smart glasses, offering valuable insights for both research and industry to improve their design and marketing strategies.http://www.tandfonline.com/loi/ctas202026-01-04hj2024Gordon Institute of Business Science (GIBS)Non

Reflections on the Emigration Aspirations of Young, Educated People in Small Balkan Countries: A Qualitative Analysis of Reasons to Leave or Stay in North Macedonia

For small, low-to-middle-income countries such as North Macedonia, the prospect of young, educated people leaving their place of residence (i.e. emigrating) can have significant negative societal-level effects. Understanding the complexity of the brain-drain phenomenon and its antecedents is critical to developing multi-level (i.e. global, societal and individual) strategic solutions. A qualitative analysis of several focus-group interviews was used to understand young, educated residents’ reasons either for emigrating or for remaining in North Macedonia. Two overarching themes served to organise the participant-identified drivers for emigration and those opposed to it. Three sub-themes emerged describing the factors for emigration: 1) a lack of professional opportunities, 2) institutional systems, and 3) cultural tightness. Likewise, three sub-themes emerged describing the factors for staying: 1) community, 2) culture and 3) social responsibility. Insights serve to contextualise some of the experiences of young, educated people in small, low-to-middle-income, countries which impact on their emigration decisions