Existing literature compares neuromarketing and traditional methods, making the questionable assumption that these are monolithic measurement alternatives all serving the same, predictive purpose. This study examines and empirically challenges this notion by relying on a neuroscientific perspective and a robust empirical study to examine the correspondence of expanded sets of diverse electroencephalogram (EEG) and survey advertising indicators. The key findings are that EEG and survey indicators measure different kinds of emotions (and attention) and that the newly developed, momentary EEG indicators are superior to the conventional, aggregated ones. The findings suggest that moment-to-moment EEG advertising indicators, such as peak emotions during branding moments, distinctively enhance advertising effectiveness evaluation and enhancement.

Abstract The purpose of this paper is to advance the theory and contribute to the practice of luxury perfumes’ shelf management by decoding the relationship between attention on the shelf, purchase decision-making, and brand recall. It employs an eye-tracking experiment to analyze attention spans and fixations, which is combined with a questionnaire to uncover recall and purchase intent. The research identifies attention patterns and the influence of attention on recall and purchase intention. It further reveals the main factors that influence attention on the shelf in the luxury perfume industry. This is a milestone for further elaboration on the benefits of the fashion mainstream for luxury perfumes and the debate regarding whether luxury perfumes should be treated similar to mainstream fashion or similar to any other product in basic shelf management rules. This study enables shelf managers and marketers to place the perfumes both on the shelf and in consumer minds to maintain a top-of-the-mind brand position. Managerial implications are significant and address perfume industry packaging as well as shelf positioning.

The main objective of this paper is to define the repositioning strategy of the Port of Adria, which is the leading container maritime port of Montenegro. The strategy is an integral reflection of the analysis of internal (competitive advantage and financial strength) and external (the potential of container maritime port industry and environmental stability) repositioning criteria. The case study in this paper is mainly accomplished through the definition of specific propositions that clarify the connections between these criteria and the repositioning strategy. Knowledge and attitudes of stakeholders are used with the purpose of modeling a marketing strategy, which is based on an inductive study. The paper proposes a model based on a specific maritime port case which can be applied to any other case of maritime port repositioning as well.

Purpose The purpose of this paper is to disentangle the effect of life equilibrium on organic food purchase intentions through a consideration of the evaluation of intrinsic and extrinsic food quality attributes. Furthermore, the study examines the role of health consciousness in achieving life equilibrium. Design/methodology/approach The conceptual framework was developed based on previous research and tested through a quantitative study with end consumers. The hypothesized relationships were tested using structural equation modelling. Findings The results obtained from this study show that the perceived quality associated with the intrinsic attributes of organic food mediates a positive influence of life equilibrium on consumers’ organic food purchase intentions. The study also confirms that life equilibrium mediates the effects of health consciousness on the evaluation of intrinsic and extrinsic food quality attributes. Research limitations/implications The theoretical contributions of the paper lie in uncovering the complex relationships that exist among health consciousness, life equilibrium, perceived organic food quality dimensions and purchase intentions and providing new evidence showing which perceived intrinsic organic food quality dimensions are relevant in shaping consumers’ purchase intentions. Practical implications The research results suggest that organic food managers should focus on developing stronger value propositions that are based more on intrinsic food quality characteristics and less on extrinsic ones. Originality/value This study recognizes the relevance of life equilibrium as a specific consumer lifestyle form, which drives organic food consumption through extrinsic and intrinsic food quality attributes.

Purpose – Despite the changing conditions worldwide, some global luxury brands have attained strong performance levels, and perhaps it is their globalness that keeps them resilient. Since the global luxury market is comprised of customer segments with relatively homogeneous needs, wants and motivations, achieving a global luxury brand positioning will help mitigate the negative consequences of economic crises, regardless of the market in which a luxury brand operates. The paper aims to discuss these issues. Design/methodology/approach – A survey instrument was administered to a sample of 200 professionals located in a European country where none of the global brands cited in the paper are originating. The country was also selected on the basis of its propensity to have local luxury brands in competition with the global brands in each of the categories tested. The survey was conducted during the peak of economic crisis in Europe. Findings – This study provides evidence that brand globalness may be a major ...

Abstract With this paper the authors aim not only to investigate the lifestyle specifics of the Western Balkan market, but also to define common lifestyle segments for the entire region. The question addressed in this research is whether current political issues and economic differences have led to dissimilar ways of living, or whether cultural similarities have prevailed and lifestyles can be defined accordingly. Based on the research conducted using six underlying factors, three lifestyle clusters are identified. Analysis shows that there are three almost identical lifestyles for Bosnia and Herzegovina, Croatia, Serbia and Slovenia, and they are applicable to the entire region. These findings have significant managerial implications, as potential investors can apply identical marketing strategies to target the approximately 20 million consumers in the region.

Nature of the luxury brand requires limited market in order to maintain exclusivity. Individual countries in the Western Balkans are not lucrative per se, therefore, regional segmentation is needed in the case of luxury brands. Countries of Western Balkan, i.e. Bosnia and Herzegovina, Croatia, Serbia and Slovenia are all post-socialist, post-war countries currently going through major transitions.  Rather small markets are yet to be established in its final form politically, economically, socially and culturally and individually. Foreign investors and world’s leading companies are concerned mainly about the size of the potential individual market. The main idea of this paper is to analyze luxury consumption in the Western Balkans region in order to identify some consumption patterns and to describe the regional luxury consumer. Broad study among 800 respondents in four countries defines demographics and buying intent of the luxury consumers. Moreover, this study identified luxury consumer region-wide and helps luxury brand managers to target those small countries together as a rather significant market segment of approximately 20.000 consumers. The region that has shared similar historical and cultural facts proved to have similar or the same luxury consumption patterns. This paper has significant practical value for the luxury brand managers and their segmentation of the Western Balkan countries. They will decide much easier to target this region knowing that consumers are sharing the same lifestyle and preferences regarding the luxury consumption. Main limitation of the research is the average income of the sample. However, the top market segment is always difficult to reach with surveys, therefore, qualitative approach might be used in the further studies in this regard.

The paper addresses the important question of how potential students absorb and store data in order to make logical and rational decisions when choosing an undergraduate program and major, what motivates them. Quantitative research using a survey was conducted for analyzing undergraduate program selection among students who completed high school education. Based on the research findings, a qualitative study using a clinical focus group was conducted to analyze the motives that drive business program students in their major selection. Six factors were identified as potential motives: clearly defined life goals, level of student’s curiosity, aspiration, creativity, achievement and socialization. During a period of economic downturn, it is difficult to predict which professions will be popular. Business students are driven primarily by rational motives in undergraduate program decision making, while they are led by emotions in choosing Marketing major. In order to obtain a clearer insight into the results it is necessary to conduct research on a larger sample, which will also purify the research instrument. The paper has great practical implications for university managers and curricula creators.

Motivation is the special characteristic of human activity that leads toward preconceived goals. Motivation and needs are basic dynamics in the person's behavior and foundation of learning and training for each activity and profession. This paper gives brief theoretical approach to motivation in general, students' motivation, and theories on profession choice. It addresses the important question on how potential students in Bosnia and Herzegovina attend to absorb and store data in order to make logical and rational decisions when choosing the undergraduate program and what motivates them. Quantitative research was conducted for analyzing the motivation and needs for the undergraduate program selection. Survey was conducted among students who completed high school education in Bosnia and Herzegovina. The main goal of this study is to determine the level of individual motivational factors as predictors for selection of the degree program. Four hypotheses were defined and confirmed by the research. Several factors are identified as potential motives: clearly defined life goals, level of student's curiosity, aspiration, creativity, achievement and socialization. Research aim was accomplished through the quantitative analysis of affirmative answers to the survey question, specially designed for this purpose. Authors had used a random sample for questionnaire, and those results were processed, analyzed and a conclusion was given in the accordance with the research objectives. Regression and correlation indicators showed good and very good motivation of high school students for vocational training. Their career's goals have slightly higher values than their motivation to achieve these goals. In the time of the economic downturn, it is difficult to predict what professions are going to be popular. The overall trend is moving toward the practically oriented skills, and away from the theoretical and philosophical ones. Theoretical, practical and economic contribution of this paper is in the knowledge of the relevant factors of motivation and need in the process of selection of carrier, and therefore success of studying and future career.