No abstract

Keller’s seminal paper on “Conceptualizing, Measuring and Managing Customer-Based Brand Equity” published in 1993 in the Journal of Marketing represents a starting point for researching the brand equity construct. However, in the last 10 years, with tremendous development of (communication) technology and, lately, with COVID-19 pandemic, things have changed and most brands moved their businesses to the on-line environment. Because of that, the concept of brand equity should be reconsidered. This paper reviews literature on brand equity in digital era by spotting gaps and finding fruitful areas for future research. To that end, bibliometric analysis followed by a narrative review of articles published in the Web of Science database is conducted. The paper will contribute to the brand management literature by offering streams for new research.

The higher education (HE) landscape has been undergoing significant changes over the last decade. The trends of globalization and marketization of HE has had a profound impact on the dynamic relationship between students and higher education institutions (HEI) as service providers. Research efforts have been focused on understanding the role of students as customers, drivers of quality and satisfaction, and the emotional aspects of student customer experience (SCX). Despite an ongoing debate on whether students are customers and to what extent the business paradigm can be applied to HE, focusing on students’ higher education experience makes perfect sense, since students provide revenue and create a need for all the supporting services. This paper reviews the literature on SCX in the HE context. The paper aims to reduce the fragmentation of the field by spotting gaps and finding fruitful areas for future research. Using a bibliometric method based on articles indexed in the Web of Science database, it aims to identify the current state of knowledge in the field. The research contributes to both marketing and education theory by offering venues for new research. For policymakers in HE, it may serve as an up-to-date information source when looking for theoretically proven evidence for decision-making.

Purpose -This paper explores the role of two different strategic approaches in marketing -market-driven and market-driving strategies -in relation to company performance. These different approaches are related to two different competitive landscapes: (a) competitive landscape in which companies react responsively to consumer preferences, suited for market-driven strategies; and (b) competitive landscape in which companies proactively shape consumer preferences, suited for market-driving strategies. The aim of the paper is to explore the manner in which these approaches contribute to a company's short-and long-term performance.Design/Methodology/Approach -An online survey was conducted among knowledgeable respondents in charge of marketing strategies in organizations (n=255). Data was analyzed using regression analysis with market focus, offer focus, competitive intensity, and product innovation as control variables. SažetakSvrha -Rad u dva različita konkurentska okruženja istražuje ulogu strateških pristupa tržištima na uspješnost poduzeća, a to su: (a) konkurentsko okruženje u kojem poduzeća brzo reagiraju na preferencije potrošača, što iziskuje strategije prilagodbe tržištu; i (b) konkurentsko okruženje u kojem poduzeća proaktivno oblikuju preferencije potrošača, što iziskuje strategije upravljanja tržištima.Dizajn/metodologija/pristup -Provedeno je online istraživanje na ispitanicima zaduženim za marketinške strategije u organizacijama (n=255). Analiza je rađena pomoću regresijske analize koristeći tržišni fokus, fokus na ponudu, intenzitet konkurentnosti i inovativnost proizvoda kao kontrolne varijable.Rezultati i implikacije -Rezultati pokazuju, dok strategije prilagodbe tržištu rezultiraju većom prodajom u kratkom roku, strategije razvoja tržišta ključne su za veću prodaju u dugom roku. Što se tiče dugoročnog