Department of International Business, Marketing, Strategy and Law
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Browsing Department of International Business, Marketing, Strategy and Law by Author "Cheben, Juraj"
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Item A cross-country study of marketing effectiveness in high-credence services(2016) Angulo-Ruiz, Fernando; Pergelova, Albena; Cheben, Juraj; Angulo-Altamirano, EladioThis research seeks to examine the influence of traditional advertising, Internet marketing, and relational marketing on choice and willingness to recommend across countries with varying levels of the Inglehart–Baker cultural dimensions. In the general model, including four countries, relational, and Internet marketing have a significant and positive effect on choice. In the country-specific models, relational marketing has significant positive effects in Canada, Slovakia, and Peru; traditional advertising only in Peru; and Internet marketing only in Slovakia. None of those activities has an influence on choice in Hungary. Relational marketing and Internet marketing have indirect effects on willingness to recommend through the mediating influence of choice. The study provides evidence of comparative marketing effectiveness in the context of high-credence service across different countries.Item How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries(2022) Angulo-Ruiz, Fernando; Pergelova, Albena; Cheben, Juraj; Angulo-Altamirano, EladioBased on impression management theory, we ask how marketing activities build organizational reputation and we examine the mediating mechanisms of desired impressions, and the moderating impact of national culture. Specifically, and in the context of higher education institutions, we examine the influence of relational marketing and traditional advertising on organizational reputation through the mediation of desired impressions (e.g., quality of learning, career prospects and extracurricular activities) across countries.Item The relevance of marketing activities for higher education institutions across developed economies(2016) Angulo-Ruiz, Fernando; Pergelova, Albena; Cheben, JurajThe higher education(HE)sector is experiencing continuous growth (Durvasula et al. 2011) and projections point that potential demand for HE worldwide will expand from 97 million students in 2000 to over 262 million students by 2025 (Bjarnason et al. 2009). One of the noticeable trends in the education sector throughout this growth has been what some have called global marketization (Marginson and van der Wende 2007; Naidoo and Wu 2011). The term "marketization" refers to the facts that as the HE market has become progressively more competitive, many HE institutions (HEI) have started to engage in strategic market.ing and design marketing activities with the aim of increasing the number of applicants to their universities (Angulo et al. 2010; Hemsley-Brown and Oplatka 2006).