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The concept of consumer brand engagement (CBE) is a domain that recently started gaining importance. The main purpose of this paper was to determine the significance of CBE, and its dimensions/interactions for the behavioural outcomes, such as the spent and planned amounts for the selected brand, and self-brand identification. The research was conducted via an online questionnaire on a convenient sample of 204 respondents. The results showed differences in the CBE and its dimensions concerning the selected brands and product categories. In addition, the results provided insights into a higher significance of an overall (net) CBE relative to its dimensions individually. Specifically, total CBE is positively associated with the amount spent and planned and with brand identification. On the other hand, the cognitive and affective CBE dimensions do not significantly impact the amount spent and planned but are positively related to brand identification. The behavioural CBE dimension is positively related to the amounts spent, planned, and brand identification. The obtained results have valuable theoretical and practical implications for companies and marketers.

This study investigates the predictors and outcome of consumer resilience given the Covid-19 pandemic and retail context. Predictors are represented by demographic characteristics and underexplored protective factors of consumer optimism and innovativeness, while the outcome variable includes online buying. Empirical research was conducted on the convenience sample of 400 Croatian consumers. Research results show that, given demographic characteristics, gender plays an important role in consumer resilience. In terms of the individual protective factors, both consumer optimism and innovativeness positively influence consumer resilience. In addition, consumer resilience negatively impacts online buying. Findings also have practical implications for companies’ marketing strategies.

Glavna je svrha rada kroz prizmu teorije kontrole identiteta istražiti pozitivne (afilijativni i samopomažući) i negativne (agresivni i samoporažavajući) stilove humora te odrednice identiteta (demografske karakteristike, konformizam, inovativnost, jedinstvenost) kao prediktore i namjeru kupovine kao ishod stilova humora. Istraživanje je provedeno na prigodnom uzorku od 253 ispitanika, pri čemu se podaci analiziraju s pomoću regresijske analize. Rezultati pokazuju da je spol povezan s agresivnim stilom humora, a dob uglavnom s agresivnim i samoporažavajućim stilovima humora. Nadalje, konformizam potrošača negativno je povezan s afilijativnim, a pozitivno s agresivnim i samoporažavajućim stilovima humora. Inovativnost potrošača pozitivno utječe samo na agresivni stil, dok je jedinstvenost potrošača pozitivno povezana sa samopomažućim i samoporažavajućim stilovima humora. Za namjeru kupovine od pozitivnog su značenja i pozitivni i negativni stilovi humora, i to jedino samopomažući i agresivni stil humora. Razmatrani konstrukti i veze predstavljaju nove spoznaje općenito te posebice u okviru teorije kontrole identiteta, i kao takvi imaju vrijedne znanstvene i praktične implikacije., The main purpose of this paper is to research positive (affiliative and self-enhancing) and negative (aggressive and self-defeating) humor styles, their identity determinants (demographics, conformity, innovativeness, uniqueness) as predictors, and purchase intention as an outcome by utilizing the identity control theory. Research was conducted on the convenience sample of 254 respondents whereas data was analyzed using regression analyses. The results show that the gender impacts the aggressive humor style, whereas age influences mainly aggressive and self-defeating humor styles. Furthermore, consumer conformity negatively impacts affiliative and positively aggressive and self-defeating humor styles. Consumer innovativeness positively affects the aggressive humor style, while the consumer uniqueness positively influences self-enhancing and self-defeating humor styles. Lastly, positive and negative humor styles, solely self-enhancing and aggressive humor styles positively impact the purchase intention. Researched constructs and relationships represent novel findings particularly within the context of identity control theory and provide valuable scientific and managerial implications.

Glavna je svrha rada kroz prizmu teorije kontrole identiteta istražiti pozitivne (afilijativni i samopomažući) i negativne (agresivni i samoporažavajući) stilove humora te odrednice identiteta (demografske karakteristike, konformizam, inovativnost, jedinstvenost) kao prediktore i namjeru kupovine kao ishod stilova humora. Istraživanje je provedeno na prigodnom uzorku od 253 ispitanika, pri čemu se podaci analiziraju s pomoću regresijske analize. Rezultati pokazuju da je spol povezan s agresivnim stilom humora, a dob uglavnom s agresivnim i samoporažavajućim stilovima humora. Nadalje, konformizam potrošača negativno je povezan s afilijativnim, a pozitivno s agresivnim i samoporažavajućim stilovima humora. Inovativnost potrošača pozitivno utječe samo na agresivni stil, dok je jedinstvenost potrošača pozitivno povezana sa samopomažućim i samoporažavajućim stilovima humora. Za namjeru kupovine od pozitivnog su značenja i pozitivni i negativni stilovi humora, i to jedino samopomažući i agresivni stil humora. Razmatrani konstrukti i veze predstavljaju nove spoznaje općenito te posebice u okviru teorije kontrole identiteta, i kao takvi imaju vrijedne znanstvene i praktične implikacije.

This study examines the influence of company’s media presence on consumer vulnerability and resilience during Covid-19, as well as the effects of vulnerability and resilience on new online buying behaviour patterns (e.g. forced online buying and learning a new buying skill). These aspects are determined to be underexplored in the existing consumer literature. The sample encompassed 405 Croatian consumers, whereas data was analysed using the regression analyses. Findings indicate that company’s media presence significantly impacts consumer resilience, unlike the consumer vulnerability. Furthermore, the results show that the pandemic ‘’forced’’ vulnerable consumers to online buying, whereby such consumers think that the pandemic can be perceived as an opportunity for learning a new buying skill. Moreover, consumer resilience negatively impacts forced online buying, while resilient consumers do not perceive the pandemic as a way of learning about new buying means. Besides theoretical contributions, this study also provides several marketing implications.

Ovaj stručni rad prikazuje rezultate anketnog istraživanja u Hrvatskoj, koje je provedeno u sklopu Tvoj Grant@EIZ projekta u 2020. godini. Nakon uvodnog dijela o značenju mobilne trgovine i prikaza anketnog istraživanja, navode se rezultati istraživanja vezani uz kupnje putem mobilnih uređaja, učinak mobilnog oglašavanja, važnosti mobilnih web stranica. Rad završava preporukama za menadžment. Podaci prikupljeni od agencije za istraživanje tržišta (n=300) analizirani su raznim statitičkim metodama.

The paper explains consumer behavior during Covid-19. Central consumer behavior variable is consumer resilience. The main purpose was to explore consumer resilience in connection to demographic characteristics of consumers and their individual traits of consumer optimism and innovativeness. The findings indicate the relevance of gender for consumer resilience along with consumer optimism and innovativeness.

This paper examines the impact of m-advertising on consumer purchases, considering consumer innovativeness as a moderator. The data collected from real shoppers and users of mobile devices in Croatia were analysed using structural equation modelling (SEM). The findings indicate that personalisation, safety and privacy m-experiences positively influence purchase intention. The attitudes towards m-advertising do not influence purchase intention directly, but consumer innovativeness moderates this relationship, indicating its importance. In their m-advertising campaigns, marketers might target innovative consumers, provide clear privacy policies, follow consumers’ preferences, and design mobile-friendly webpages, pleasing and entertaining advertisements to increase the chances of m-purchases.

Uvažavajući napredak tehnologije, dostupnost različitih kanala prodaje i kupovine, te trendove u ponašanju potrošača, glavna svrha ovog rada je istražiti online kupovno ponašanje potrošača kroz stavove potrošača prema online kupovini. Tako je u fokusu istraživanja utjecaj odabranih čimbenika (percepcije cijene, potkrepljenja, značaja objava na društvenim mrežama i online recenzija) na stvaranje pozitivnih stavova prema online kupovini i njihov daljnji utjecaj na učestalost online kupovine. Stavovi prema online kupovini imaju posredničku, odnosno medijatornu ulogu, te se njihov značaj utvrđivao putem izravnih, neizravnih i ukupnih učinaka. Rezultati istraživanja, dobiveni regresijskom analizom, su pokazali da od istraživanih prediktora, neočekivano, samo čimbenik potkrepljenja pozitivno utječe na online kupovinu pri čemu je taj utjecaj izraženiji uz prisustvo pozitivnih stavova prema online kupovini. Dobiveni rezultati, osim znanstvenog doprinosa, imaju i marketinške implikacije za praksu. U radu se također daje uvid u ograničenja istraživanja, te smjernice za buduća istraživanja ove problematike.

The main purpose of this research was to explore the influence of the selected predictors (gender, education, price perception, positive reward, social networks and online reviews) on online buying through the intermediate effect of attitudes toward online buying. The results show that education and rewards positively and stronger influence online buying when consumers have positive attitudes towards online buying, while other factors were not significant. In addition, the findings indicate that attitudes positively influence online buying. The study has both theoretical and managerial implications.

Sadržaj istraživačke studije su definirale potrebne informacije za realizaciju projekta RePlast 3D. Projekt je definiran kao svojevrsna platforma projektiranja i postavljanja malog pokaznog reciklažnog pogona koji bi poslovao u sklopu društvenog poduzeća u javnom ili javno privatnom partnerstvu. Zamišljeni koncept bi imao za cilj usporedno rješavanje dva društvena i ekonomska problema. Prvi je vezan uz problem dugotrajne nezaposlenosti brojnih teže zapošljivih društvenih skupina, a drugi rastuća količina plastičnog otpada za čiju razgradnju su potrebna desetljeća, pa i više stotina godina. Projektna ideja je proistekla iz nastojanja nalaženja novih načina zbrinjavanja rastućih količina plastičnog otpada, bilo onoga na deponijima ili u prirodi (na kopnu, u moru, rijekama i jezerima). Obzirom da je turizam temeljen na očuvanom i čistom krajobrazu u Republici Hrvatskoj i strateško opredjeljenje rješavanje problema plastičnog otpada na lokalnim razinama je imperativ. Rješavanje problema rastućih količina plastičnog otpada u životnom okruženju ima pozitivne reperkusije i na mnoge druge uočene probleme. Jedan od njih je porast mikroplastike u želucima komercijalno važnih ribljih vrsta u Jadranu. Na porast ove koncentracije upozoravaju mnoga recentna istraživanja (EU projekt DeFishGear u kome je sudjelovalo sedam zemalja Jadransko-jonske regije). Jedno drugo istraživanje zagrebačkog PMF-a je utvrdilo da se u probavnom sustavu svake treće glavate želve u Jadranu nalaze ostatci neke vrste plastičnoga otpada. Koncentracija otpada na morskom dnu Jadrana je zabrinjavajuću i među najvišima u Europi. 80% otpada s morskog dna je tu odbačeno s kopna. Količina odbačenog, posebno plastičnog otpada u more je u porastu tijekom turističke sezone. Na globalnoj razini procjene UN-a ukazuju da godišnje u oceanima i morima završi više od 6, 4 metričkih tona plastike. Plastični otpad i pluta morskom površinom. Smatra se da Mediteranom danas pluta više od 1000 tona plastike. Upozoravajuće su procjene fondacije Ellen MacArthur da će do 2050. godine u morima biti više plastičnog otpada nego žive riba. Pored iskorištenog plastičnog otpada svake se godine proizvede novih 250 - 300 milijuna tona plastičnih proizvoda. U naredna se dva desetljeća očekuje udvostručenje ukupne godišnje proizvodnje, a do 2050. godine učetverostručenje. Usprkos rastućoj potražnji za sirovinama u proizvodnji plastičnih proizvoda, trenutno se na globalnoj razini vrlo malo plastičnog otpada reciklira, 40 posto se odlaže na deponije, a za više od trećine se smatra da završava odbačena u more. Problem je utoliko veći jer proces raspadanja plastičnog otpada (ovisno o sastavu) traje od desetak do više stotina godina. Tijekom procesa razgradnje plastičnog otpada razvijaju se različiti toksini slijedom kojih su evidentne posljedice na prirodno okruženje i sve žive organizme. Uvažavajući sve iznesene činjenice plastični otpad je s jedne strane prijetnja čovječanstvu, a s druge potencijalni i nedovoljno iskorišten proizvodni resurs. Orijentiranost zelenom gospodarstvu, što je jedna od direktiva Europske unije podrazumijeva društvo koje reciklira. Proaktivnim djelovanjem se može doprinijeti sprječavanju rasta količine plastičnog otpada, njegovoj reciklaži i ponovnoj uporabi. Plastični otpad u Republici Hrvatskoj najčešće završava na odlagalištima, pa odvojeno prikupljanje ove kategorije otpada predstavlja potencijal za procese reciklaže. Pojedine vrste plastike se mogu reciklirati topljenjem, pri čemu ne dolazi do ispuštanja toksičnih plinova. Grijanjem se plastični materijali omekšavaju, a hlađenjem se vraćaju u prvobitno stanje. Argumenti za reciklažu plastičnog otpada su smanjivanje toksičnih plinova koji završavaju u atmosferi i smanjivanje količina otpada na deponijima. Sukladno EU Direktivi 2008/98/EZ, odnosno Zakonu o održivom gospodarenju otpadom, do 2020. godine Republika Hrvatska bi trebala osigurati uvjete za recikliranje 50% komunalnog otpada od papira, metala, plastike i stakla. Iskoristiva su iskustva model povrata PET ambalaže koja se nakon prikupljanja reciklira. No postoji i PET ambalaža koja se ne otkupljuje, kao i druge vrste plastike koje završavaju na deponijima, u prirodi, moru i kopnenim vodama. Gospodarenje plastičnim otpadom na nacionalnoj razini je potrebno uskladiti s prioritetima te težiti rastu udjela ponovnog korištenja, recikliranja i drugih načina njegove oporabe. Nastavno na tim ciljevima je oblikovana istraživačka studija koja slijedi provedena sukladno standardima izviđajnog istraživanja.

The study explores the influence of perceived trust, search for novelty and perceived usefulness (predictors) on the attitudes towards social network and their further impact on buying intention, buying and word-of-mouth (outcomes). The results show that positive attitudes towards social network advertising depend on the perceived trust and usefulness unlike the search for novelty. In addition, buying intention, buying and word-of-mouth sending information represent the relevant outcomes of consumers’ attitudes towards social network advertising. The results have also relevant marketing implications.

Word-of-mouth (WOM) communication represents a very powerful tool in marketing, for both individual consumers and businesses, while individual differences denote central consumer traits playing an important role in creating an adequate marketing strategy. In the focus of this study were three large consumer groups, i.e. generational cohorts (Baby boomers, Generation X and Generation Y). The main purpose of this paper was to determine the differences and similarities of generational cohorts in the context of WOM communication (both sending and receiving information) with respect to their personality traits. Researched traits encompassed consumer innovativeness, the need to belong, the need for uniqueness/individuality, time perception, price sensitivity and intellect. The sample included 413 Baby boomer respondents, 317 Generation X and 261 Generation Y representatives. The results show that there are significant differences among the researched generational cohorts, but they also tend to share some personality characteristics (consumer innovativeness, the need to belong, price sensitivity) influencing WOM sending and receiving information with different intensity. The paper also provides the main conclusions, limitations and future research suggestions.

Given the importance of word-of-mouth communication for both individual and organisational buying behaviour and the role of Millennials (Generation Y) in terms of consumption, the main purpose of this study is to determine the influence of traditional (offline) word-of-mouth (WOM) and electronic (online) word-of-mouth (eWOM) information receiving on buying intention from the aspect of Millennials. As predictors of word- of-mouth communication, demographic characteristic of gender and individual trait of consumer innovativeness were researched. The research was conducted on the sample of 203 respondents. Data were analysed performing exploratory and confirmatory factor analyses, and structural equation modelling (SEM). The results show that WOM and eWOM exhibit different significance when it comes to influencing buying intention. Namely, WOM positively influences buying intention of Millennials, while eWOM and buying intention relationship was not proved to be significant. As far as predictors are concerned, the results show that gender plays a significant role for WOM, while it is not significant for eWOM. Consumer innovativeness of the Millennials positively impacts both WOM and eWOM information receiving. Considering main conclusions, apart from theoretical contribution, whereby the gained results shed some new light on the behaviour of Millennials within WOM communication domain, the results have also practical implications for marketing experts and managers in addressing both WOM and eWOM fields while targeting this consumer cohort, as discussed in the paper.

The purpose of this paper is to examine the effects of individual factors and perceived government online privacy regulation on online privacy concern (OPC) and explore resulting consequences on Internet user behavior in Croatia, a new EU member state. The analysis was performed on a sample of 1, 990 users by using structural equation modelling (SEM). The findings show that desire for information control and perceived government regulation are the most important drivers of OPC, while gender and age are insignificant. As a result of OPC, individuals' tendency to fabricate personal information increases, and attitudes towards online shopping decrease. OPC does not influence online purchases directly, but through attitudes towards online shopping, which drive online purchases. This study confirms that a better government privacy regulation and providing a higher level of control for consumers are necessary for reducing OPC in young democracies.

The main purpose of this paper is to explore the causes and effects of the consumer’s xenophilia. This paper investigates the influence of country image, nostalgia, travelling frequency, and ecological consciousness on the consumer xenophilia, as well as its impact on the willingness to pay higher prices for Western countries’ products. Namely, the definition of xenophilia is assessed as the consumer’s tendency towards the Western countries. Data was collected on the sample of 243 Croatian consumers using Internet during August and September 2017. Consumers’ attitudes were mainly explored using the Likert scale. Gathered data was analysed with several statistical methods. The reliability of measurement scales was estimated with Cronbach alpha coefficient and xenophilic consumers were grouped using cluster analysis. Sample adequacy was tested using Kaiser-Meyer-Olkin (KMO) and Bartletts’ sphericity test indicators. Factors were extracted with exploratory factor analysis. Finally, regression analysis was used for testing the relationships among the researched variables, that is the formulated hypotheses. Research results show that the analysed predictors, except nostalgia, significantly influence xenophilia, which impacts the willingness to pay higher prices for Western countries’ products. The results also show that country image, as a predictor, exhibits a greater influence on xenophilia. Moreover, xenophilia positively impacts the consumer’s perception of quality and attractiveness of products from certain countries, whereby the most preferable country in this context is Germany. These results can be applied in advertising and retail outlet arrangements, as well as for distribution channels selection.

The purpose of this study is to explore the impact of various antecedents and behavioural consequences of consumers’ perceptions of time spent on shopping for clothing products. Examined antecedent variables are gender, age, income, fashion consciousness and visual merchandising, while outcomes include the number of clothing items purchased. The data, collected by consumer survey in Croatia, was analysed using exploratory and confirmatory factor analyses, and structural equation modelling (SEM). The major findings indicate that visual merchandising has the greatest and positive effect on time spent shopping. As expected, women and younger consumers spend more time shopping than men and older consumers. As for the outcomes, shopping time is positively related to consumer purchases.

Word-of-mouth communication (WOM) represents a very credible form of communication exerting a great impact on the consumer/buyer behaviour. Since WOM can take place in both offline and online environment, it is important to acknowledge the potential significance of both settings. The main purpose of this research was to explore the impact of several antecedents (consumer innovativeness, need to belong and perceived source credibility) on the traditional and electronic WOM information receiving. The research was conducted on the sample of 203 students from several countries (Croatia, Bosnia and Herzegovina, and Serbia). Data were analysed using a variety of statistical techniques and methods, including exploratory and confirmatory factor analyses, and structural equation modelling (SEM). The results indicate that the research factors do not influence WOM and eWOM in the same way, thus exhibiting different significance and intensity of the influence. Namely, consumer innovativeness positively impacts WOM and eWOM indicating a stronger influence on WOM. The need to belong does not influence WOM or eWOM. The perceived source credibility proved to be significant for the eWOM information receiver. Besides theoretical relevance, the gained results have marketing implications for practice/marketing experts in addressing the WOM communication in both offline and online environment.

Given the importance of consumers’ sensitivities to price changes for a strategic marketing approach, as well as for the researched market characterized by the economic recession, the main purpose of this paper is to explore the predictors and outcome of the consumer’s price sensitivity. This paper investigates the influence of demographic variables and personal factors on the consumer’s price sensitivity, as well as its impact on the word-of-mouth sending information as an outcome. The research was conducted on the representative sample of thousand Croatian respondents/consumers using the personal telephone interviewing technique. Gathered data were analyzed with a variety of statistical methods. Exploratory factor analysis was applied for the factors/constructs’ extraction. The multiple regression analysis was used in order to examine the relationships among the variables and hypotheses. The results show that some demographic factors (gender and education) and both personal factors (attitudes towards the advertising and shopping enjoyment) directly influence the consumer’s price sensitivity. Furthermore, the results indicate that the price sensitivity is positively related to word-of-mouth communication (sending perspective). These research findings contribute to the consumer behavior and marketing communication theory and offer some practical marketing implications. Namely, the marketing experts (companies) can better understand the predictors and effect (outcome) of the consumer’s price sensitivity and its role for the marketing strategy. The comprehension of these factors enables the marketing experts to assess the aspects of their marketing mix, such as promotion and price, with respect to the characteristics of the consumers, and thus to coordinate their marketing activities (advertising strategy, point-of-purchase marketing) in order to remain competitive on the market. As a final point, the paper discusses the research limitations and provides some future research suggestions.

The main purpose of this paper is to explore the influence of selected brand personality characteristics and brand image of the cured meat products through consumer's proneness and loyalty toward the brand. The research included two major meat processing brands/companies in the Republic of Croatia and region. The selected brand personality characteristics were considered based on the existing brand personality concepts (Aaker and Smith et al.) and accompanying dimensions (innovativeness, sophistication, competence/sincerity) adapted to the characteristics of the selected brands. Data were collected using the personal and online interviewing technique during October and November in 2013. and October in 2015. The empirical research encompassed the sample of 200 Croatian consumers. The consumers' attitudes and preferences were examined with Likert scale and the empirical data were analyzed with a variety of statistical methods. Exploratory factor analysis was applied for the purpose of factors/constructs’ extraction. For analysis of the relationships among the variables and examination of the initial hypotheses the regression analysis was used. The results show that brand personality, and its particular variables (innovativeness, competence and sophistication), as well as the brand image significantly influence the brand proneness, which consequently impacts the brand loyalty. These results can be useful for advertisers for creation of the advertising strategy, that is, selection of the promotional message elements. This refers primarily to appeals related to examination of brand characteristics and brand image and to some extent to retail personnel who communicate with consumers and provide certain suggestions when choosing upon the cured meat products.

The main purpose of this paper was to explore the influence of demographic variables and personal factors on the consumer price sensitivity, as well as the impact of price sensitivity on the word-of-mouth sending information. The research was carried out on a representative sample of one thousand Croatian consumers. The data was analysed with a variety of statistical methods, including the exploratory and confirmatory factor analyses and structural equation modelling (SEM). The results show that some demographic factors (gender and education) and researched personal factors (attitudes towards advertising and shopping enjoyment) directly influence consumer price sensitivity, which positively influences word-of mouth communication. Besides theory contributions, the research results offer some practical marketing implications. Namely, the marketing experts (companies) can better understand the predictors and effect (outcome) of consumer price sensitivity, and its role for the marketing strategy. At the end, the paper discusses research limitations and provides some future research suggestions.

Online privacy concerns have been recognised as an important driver of the growth of digital economy. Although new information and communication technologies are changing business practices significantly and offer new business opportunities, they also raise online privacy concerns. Major issue is to determine how to decrease online privacy concerns and increase consumer confidence in interacting with companies in the online environment. This research seeks to identify influential factors that affect online privacy concerns and their consequences for consumer behaviour. The data collected from student sample were analysed by using exploratory and confirmatory factor analyses, and structural equation modelling. Results indicate that third-party seal assurance, previous online experience, time spent online and gender significantly affect privacy concerns, while consumer attitudes towards relationship marketing and income were not shown to have significant impact. When designing privacy policy, marketers should take into consideration those factors to alleviate privacy concerns, which will in turn increase purchases over the Internet. Managerial implications are discussed in the paper., Online privatnost je prepoznata kao važan čimbenik rasta digitalne ekonomije. Iako nova informatička i komunikacijska tehnologija znatno mijenja poslovnu praksu i nudi nove poslovne mogućnosti, ona također utječe na zabrinutost potrošača za njihovu online privatnost. Glavno pitanje je kako smanjiti zabrinutost za online privatnost i povećati povjerenje potrošača u interakciji s poduzećima u online okruženju. Ovo istraživanje je usmjereno prema identificiranju ključnih čimbenika koji utječu na zabrinutost potrošača za online privatnost i na utjecaj te zabrinutosti na ponašanje potrošača. Podaci prikupljeni anketiranjem studenata analizirani su primjenom eksplorativne i konfirmativne faktorske analize, i modeliranjem strukturnih jednadžbi. Rezultati pokazuju da oznake osiguranja od rizika, prethodno iskustvo na Internetu, vrijeme koje se provede na Internetu i spol statistički značajno utječu na zabrinutost za privatnost, dok se stavovi potrošača prema marketingu odnosa s potrošačima i dohodak nisu pokazali statistički značajnima. Prilikom kreiranja politike zaštite privatnosti, poduzeća bi trebala uzeti u obzir ove čimbenike kako bi se smanjila zabrinutost potrošača za privatnost i povećale kupnje preko Interneta. U radu se diskutiraju implikacije ovog istraživanja za menadžment.

Attitudes towards advertising represent an important research concept of consumer behaviour and marketing communication. The main purpose of this research is to explore the importance of demographics (age, gender, education) and personal factors (shopping enjoyment, price sensitivity, intellect) for attitudes towards advertising formation, as well as the influence of such attitudes on word-of-mouth communication (WOM). The research included representative sample of thousand Croatian respondents. Data were analysed with a variety of statistical techniques including the structural equation modeling method. The results indicate that all researched factors represent the significant predictors of attitudes towards advertising, which additionally impact WOM dissemination. Besides the novel scientific insights these results provide some practical marketing implications. Namely, marketing experts can better understand the factors that predict consumer’s favourable attitudes towards advertising, which impact WOM information sending, and thus create adequate appeals and persuasive marketing communication. Research limitations and further research directions are presented at the end of the paper., Stavovi prema oglašavanju predstavljaju važan koncept u istraživanju ponašanja potrošača i marketinške komunikacije. Glavni cilj ovog rada jest istražiti značaj demografskih karakteristika (dob, spol, obrazovanje) i osobnih čimbenika (uživanje u kupovini, cjenovna osjetljivost, intelekt) za formiranje stavova prema oglašavanju, kao i utjecaj takvih stavova na usmenu komunikaciju (WOM). Istraživanje je provedeno u Hrvatskoj na reprezentativnom uzorku od tisuću ispitanika. Podaci su analizirani različitim statističkim metodama, uključujući metodu modeliranja strukturnih jednadžbi. Dobiveni rezultati ukazuju na to da svi čimbenici koji su bili predmet istraživanja predstavljaju značajne prediktore stavova prema oglašavanju koji utječu na slanje informacija usmenom komunikacijom (WOM). Osim novih znanstvenih spoznaja, ovi rezultati imaju i određene praktične marketinške implikacije. Naime, marketinški stručnjaci mogu bolje razumjeti čimbenike koji predviđaju pozitivne stavove potrošača prema oglašavanju, a koji utječu na slanje informacija usmenom komunikacijom, te tako oblikovati odgovarajuće apele i uvjerljivu marketinšku komunikaciju. Na kraju rada navedena su ograničenja ovog rada kao i smjernice za daljnja istraživanja.

Shopping enjoyment represents an important research concept within the consumer behavior and marketing communication field. It is more than a pure acquisition of goods, entailing the consumer’s reactions to the marketing environment and reflecting the consumer’s attitudes, preferences and the overall behavior. The purpose of this research is to explore the influence of demographic variables (age, gender, education) and personal factors (attitudes toward the advertising, the need for individuality/uniqueness, price sensitivity) on the shopping enjoyment, as well as the impact of the shopping enjoyment on the word of mouth communication. The research was conducted on the representative sample of thousand Croatian respondents. Data were analyzed with a variety of statistical techniques including the structural equation modeling method. The results show that demographic and personal factors influence shopping enjoyment. Gender has a stronger influence on shopping enjoyment than age, while the education is not significantly related to shopping enjoyment. Among the personal factors, the favorable attitudes toward the advertising have the strongest positive impact on the shopping enjoyment, followed by the price sensitivity and the need for individuality/uniqueness. Furthermore, the results reveal that the shopping enjoyment is positively related to the word of mouth communication. These research findings contribute to the scientific knowledge enrichment and offer some practical marketing implications. Namely, the marketing experts can better understand the consumer’s factors that impact the shopping enjoyment, which has a significant role for the consumers and thus for the marketing communication strategy creation. Comprehension of these factors enables the marketing professionals to adequately assess the necessary appeals and to create an effective and persuasive marketing communication. Finally, the research limitations and the future research suggestions are presented at the end of the paper.

Attitudes towards advertising represent an important research concept of consumer behaviour and marketing communication. The main purpose of this research is to explore the importance of demographics (age, gender, education) and personal factors (shopping enjoyment, price sensitivity, intellect) for attitudes towards advertising formation, as well as the influence of such attitudes on wordof-mouth communication (WOM). The research included representative sample of thousand Croatian respondents. Data were analysed with a variety of statistical techniques including the structural equation modeling method. The results indicate that all researched factors represent the significant predictors of attitudes towards advertising, which additionally impact WOM dissemination. Besides the novel scientific insights these results provide some practical marketing implications. Namely, marketing experts can better understand the factors that predict consumer’s favourable attitudes towards advertising, which impact WOM information sending, and thus create adequate appeals and persuasive marketing communication. Research limitations and further research directions are presented at the end of the paper.

Rad proučava utjecaj različitih kategorija čimbenika (osobni, situacijski...) na slanje i primanje informacija usmenom komunikacijom, kao i značaj iste za namjeru kupovine.

Cilj je ovog rada utvrditi povezanost demografskih, odnosno socioekonomskih obilježja potrošača te pokazatelja individualnih različitosti s impulzivnim kupovnim ponašanjem, i to s više pojedinačnih i jednim zbirnim pokazateljem impulzivnosti. Rad se sastoji od teorijskog i istraživačkog dijela. U prvom se dijelu iznose teorijska saznanja o analiziranoj problematici te prezentiraju rezultati dosadašnjih istraživanja, a u praktičnom se dijelu izlažu metodologija i rezultati istraživanja. Polazeći od problematike rada, ciljeva te rezultata prethodnih istraživanja, u radu su postavljene odgovarajuće hipoteze koje su temeljem dobivenih rezultata istraživanja uglavnom potvrđene. Tako je utvrđeno da su od razmatranih demografskih čimbenika, dob i osobito radni status povezani s najvećim dijelom pokazatelja impulzivne kupovine, kao i zbirnim pokazateljem impulzivnosti. Povezivanjem prihoda kućanstva s korištenim pokazateljima impulzivnosti, dobiveni su suprotni rezultati. Naime, dok prihod kućanstva značajnije ne utječe na većinu pokazatelja impulzivnog kupovnog ponašanja, on je značajnije povezan sa skupnim čimbenikom impulzivnosti, što upućuje na to da ovaj rezultat treba uzeti s oprezom. Rezultati istraživanja također pokazuju da je većina individualnih pokazatelja (posebno inovativnost, odnosno sklonost modernom te uživanje u kupovini) povezana s impulzivnim kupovnim ponašanjem, i to pozitivno ili negativno, te da čimbenici individualnih različitosti značajnije od demografskih obilježja potrošača utječu na impulzivnu kupovinu. Na kraju rada navode se ograničenja istraživanja, doprinos rada, kao i smjernice za buduća istraživanja.

The purpose of this study is to determine the correlation between situational factors and impulsive buying behavior with the aim of separating an adequate number of different customer segments. The study will try to provide answers to the following questions: Can situational factors stimulate impulsive purchase and to what extent? Considering the effect of the analyzed situational factors on impulsive buying is it possible to isolate different consumer segments? Do these segments differ in terms of particular demographic features? The obtained results reveal that most situational factors affect impulsive buying to some extent, but, in consumers' opinion, none of them to a great extent. Furthermore, in terms of the perceived impact of situational factors on impulsive buying behavior, the study separates three consumer segments: (1) markedly rational – immune to influence, (2) impulsive to some extent – sensitive to some situational stimuli, (3)mostly rational – generally immune to influence. In the first and the third segment (markedly or generally rational consumers) none of the analyzed situational factors affect the impulsive buying to a greater extent. On the contrary, in impulsive buyers it is found that promotional activities, friendliness and skill of the sales staff, store location, and attractive aroma of food generally stimulate them to buy on impulse, while the persons accompanying them generally can influence their buying behavior and choice but can only to some extent stimulate them to buy on impulse. Finally, the obtained results show that situational factors can to a larger extent affect the impulsive buying behavior in consumers of a particular employment status, and that such behavior is not significantly affected by gender, age, education, income, or the number of household members.

Cilj i svrha ovog istraživanja je utvrditi mogu li se temeljem impulzivnosti u kupovnom ponašanju izdvojiti dovoljno različiti segmenti potrošača. Istraživanje je provedeno na uzorku od 180 ispitanika Splitsko-dalmatinske županije. Polazeći od problematike i ciljeva istraživanja, postavljena je temeljna hipoteza, kao i četiri dodatne. Za identifikaciju segmenata korištena je klaster analiza, temeljem koje su izdvojena tri segmenta, nazvana: ''racionalni'', ''dijelom racionalni i dijelom impulzivni'', te ''impulzivni'' potrošači. Da bi se izdvojeni segmenti bolje opisali te utvrdilo razlikuju li se oni s obzirom na pojedina demografska, odnosno socio-ekonomska obilježja, kao i varijable individualnih različitosti, u radu je korištena i analiza varijance. Dobiveni rezultati potvrđuju temeljnu hipotezu prema kojoj se korištenjem analiziranih varijabli mogu izdvojiti dovoljno različiti segmenti potrošača. Povezujući demografska obilježja, kao i čimbenike individualnih različitosti s impulzivnom kupovinom, dobiveni su uglavnom očekivani rezultati. Tako se pokazalo da se izdvojeni segmenti kod analiziranih demografskih varijabli znatno razlikuju samo u pogledu dobi i radnog statusa ispitanika, dok je razlika među segmentima kod većine pokazatelja individualnih različitosti znatna. Na kraju rada navode se ograničenja istraživanja, doprinos rada uz odgovarajuće preporuke marketerima i maloprodavačima, te smjernice za buduća istraživanja.

Tema ovoga rada jest razumijevanje ponašanja potrošača i shvaćanje uloge utjecajnih čimbenika, što otvara mnoga pitanja koja se razjašnjavaju situacijskom i postmodernom paradigmom. Situacijska se paradigma temelji na konceptu impulzivne kupovine, pri čemu se kao glavna okosnica spomenute paradigme analiziraju situacijski čimbenici kao dominantni pokretači ponašanja potrošača čime se naglašava značajnost vanjskih čimbenika. S druge strane, isto tako se naglašava neizbježnost uključivanja postmoderne paradigme koja se temelji na hiperrealnosti, fragmentaciji tržišta, promijenjenim ulogama proizvodnje i potrošnje te decentriranju potrošača, a time se naglašava promjena uloge potrošača od “ribe u ribara“. Ova se temeljna promjena uloge potrošača obrađuje kroz postmodernu paradigmu koja se oslanja na kastomizaciju dopuštajući potrošaču oblikovanje marketinških elemenata i prilagodbu njegovim potrebama čime on postaje aktivan sudionik, odnosno proizvođač vlastitog iskustva. Uvažavajući ponašanje potrošača kao još uvijek jednu nepoznanicu marketinškog proučavanja, dolazi se do zaključka kako ono počiva na dvjema spomenutim paradigmama iako su iste u suprotnosti. Upravo ta suprotnost stvara temelje za integrirano razmatranje ovoga marketinškog područja ponašanja potrošača pri čemu jedno ne isključuje drugo, nego baš naprotiv nalaže prihvaćanje mnogostrukosti utjecaja koji se javljaju kao okosnica postmodernog doba, odnosno marketinga u suvremenom svijetu.

Glavna svrha ovoga rada je bila utvrditi ulogu prisutnosti tvrtki putem društvenih mreža u vrijeme pandemije te istražiti stavove i percepciju potrošača prema takvoj komunikaciji kao i utjecaj na ponašanje potrošača. Istraživanje je provedeno u srpnju 2021. godine korištenjem online anketnog upitnika. Rezultati istraživanja su pokazali da su potrošači zamijetili veću prisutnost tvrtki na društvenim mrežama te su koristili platforme društvenih mreža kako bi se informirali o istima za vrijeme pandemije. Rezultati istraživanja su također pokazali da potrošači imaju pozitivne stavove prema tvrtkama koje su komunicirale putem društvenih mreža za vrijeme pandemije, te da su kupovali od takvih tvrtki, pokazujući i tendenciju budućeg kupovnog ponašanja. Rad doprinosi literaturi ponašanja potrošača i online komunikacije novim spoznajama vezanima za kontekst krizne situacije, te ujedno ima i vrijedne praktične implikacije. The main purpose of this paper was to determine the role of the companies’ presence on social networks during the pandemic and to explore consumers’ attitudes and perceptions towards such communication as well as the impact on consumer behavior. The survey was conducted in July 2021 using an online questionnaire. Research results showed that consumers noticed the greater presence of companies on social networks and that consumers used social networking platforms to inform themselves about the companies during the pandemic. Research results also showed that the consumers have positive attitudes towards the companies that communicated via social networks during the pandemic and that they bought products from such companies, while also showing the tendency of future buying behavior. This study contributes to the consumer behavior and online communication literature, especially in terms of crisis context, while also having valuable practical implications.

Svrha ovog rada bila je utvrditi povezanost karakteristika video oglasa (duljine, informativnosti, humorističnosti i nametljivosti) s ponašajnim ishodima (stavovi, namjera kupovine, kupovina, širenje usmene komunikacije), kao i utjecaj stavova na navedene ishode ponašanja potrošača. Rezultati istraživanja pokazuju da je najznačajnija karakteristika za stavove humorističnost video oglasa, te da su karakteristike informativnosti, humorističnosti i nametljivosti, za razliku od duljine oglasa, značajno povezane s namjerom kupovine, kupovinom i širenjem usmene komunikacije pri čemu je najsnažniji utjecaj primijećen kod humorističnosti. Također, rezultati pokazuju da su stavovi potrošača prema video oglasu/oglašavanju pozitivno povezani s ponašanjem potrošača i to najsnažnije sa širenjem usmene komunikacije, te potom s namjerom kupovine i kupovinom. Dobiveni rezultati predstavljaju nove spoznaje u teorijskom smislu, te ujedno imaju i vrijedne praktične implikacije. The purpose of this study was to determine the relationship between the characteristics of video ads (length, informativeness, humor and intrusiveness) and behavioral outcomes (attitudes, purchase intention, purchase, word of mouth communication), as well as the impact of video ad attitudes on such behavioral outcomes. The research results show that humor is the most important video ad characteristic for attitudes, and that video characteristics of informativeness, humor and intrusiveness, unlike the ad length, are significantly related to the purchase intention, purchase and word of mouth communication, whereas this impact is the strongest in terms of humor characteristic. Furthermore, the results show that consumer attitudes towards video advertising are positively related to consumer behavior, whereby the strongest impact is noticed on WOM, followed by purchase intention and purchase. The obtained results represent novel theoretical findings, while also denoting valuable practical implications.

Glavna svrha ovog rada bila je utvrditi utjecaj društvenih mreža i influencera na potrošačke odluke pripadnika generacije Z. Generacija Z gledajući globalno predstavlja najperspektivniju generaciju ljudi koja se u ranom djetinjstvu upoznala s tehnologijom. Istraživanje je provedeno u kolovozu 2020., a korišten je online anketni upitnik. Pristupilo mu je 83 ispitanika, od čega 65 žena i 18 muškaraca. Rezultati istraživanja pokazali su kako društvene mreže i influenceri ne utječu značajno na potrošačke odluke odabranih pripadnika generacije Z. Rad sadrži određene marketinške implikacije za praksu koje su na kraju rada objašnjene zajedno sa zaključkom, ograničenjima istraživanja i preporukama za buduća istraživanja. The main purpose of this paper was to explore the influence of social networks and influencers on purchasing intentions of members of generation Z. Globally perceived, Generation Z represents the most perspective generation of people who became acquainted with technology in their early childhood. The main method used was online survey that was carried out in August 2020 encompassing 83 respondents (65 females and 18 males). The research results show that social networks and influencers do not significantly influence consumer decisions of members of Generation Z. This study has also marketing implications that were elaborated at the end of the paper along with the conclusions, limitations and future research directions.