Brands have become an important factor in the survival of organizations in modern society. They are present in all spheres of life: economic, social, educational, cultural, sports, etc. Powerful brands are the result of thoughtful and imaginative planning. Brand positioning has a strategic importance for a company, because it represents the process of creating an impression in consumers' minds in a way that the consumer connects the brand with something specific and desirable, which distinguishes one brand from others. Brands have a financial value as they create an image of the values themselves in the minds and hearts of consumers. A brand can make consumers believe in its usefulness, exclusivity and superiority, and it also creates emotional attachment. There are numerous factors that influence the position of a brand in the consumer's mind. University students are considered consumers, too. The aim of this paper is to research students' satisfaction with faculties by using the parameters that are considered to be relevant. In this process, we will apply the factor analysis and, instead of focusing our attention on a large number of initially determined factors, thanks to the process of their reduction, we will create the conditions that will allow us to design a strategy for the optimization of the selected factors. Using this method, we will mark the factors that explain the researched phenomenon, i.e. the factors that can explain the largest part of its overall variability.

Scholars have emphasised the importance of green settings in today’s business paradigms. Studies on green behaviour have produced a plethora of noteworthy discoveries, whether focused on financial success, individual capabilities, or development. However, despite significant growth in interest in green business practices, the relationship between individuals’ willingness and green competencies has received little attention. This article used the customised green competencies conceptual model to investigate how green skills influence organisational performance and their relationship with the willingness moment. This article developed an innovative human resource management approach to address these difficulties. A questionnaire was used to perform empirical statistical research with 516 respondents from Serbian universities. Different mathematical and statistical methodologies were used to analyse the results. The findings corroborate the suggested theoretical model, and they suggest that green competencies will influence people’s willingness to participate in green activities. This article gives new information on human behaviour and organisational effectiveness in a green atmosphere. It includes managerial and practical consequences and recommendations for businesses looking to improve their social responsibility and environmental sustainability.

Sumarry Investing represents an investment in the present to achieve certain effects in the future

Универзитет Привредна академија у Новом Саду, Факултет за примењени менаџмент, економију и финансије, Београд Сажетак: Бренд представља вредну неопипљиву имовину и један од најважнијих ресурса, који нуди низ користи, и зато се бренд мора константно изграђивати и њиме се мора пажљиво управљати. Компаније маркетиншким активностима настоје да створе снажан и препознатљив бренд, који је заправо нешто што почива у умовима купаца. Стварање бренда подразумева низ активности на осмишљавању елемената бренда, јединственог заштитног знака, карактеристичних пропагандних порука и осталих активности у циљу позиционирања бренда на тржишту. Циљ процеса стварања тржишне вредности бренда јесте максимално могуће увећање његове вредности. Три најзначајнија модела у процесу планирања и изградње бренда јесу модел позиционирања бренда, модел одјекивања бренда и модел ланца вредности бренда. Кључне речи: бренд, стварање бренда, модели креирања бренда, тржишна вредност бренда

Understanding users’ needs, the continuous growth of the quality of a rendered service, and the differentiation of services is imperative in order to attract new users and retain the existing ones. Numerous authors have conducted different empirical research studies to this day, and those studies have mainly dealt with the influence of the quality of services on user satisfaction and loyalty. This paper has made a step forward by including in the research an analysis of the influence of certain elements of digital marketing activities on service quality variables. The research study is aimed at determining how digital marketing elements influence service quality variables in the small- and medium-sized enterprises sector (SMEs) in the Republic of Serbia. This research study should help perceive the interdependence and the degree of the influence between the said elements, which may be helpful to managers of SMEs for preparing the plans, strategies and good practices that increase user satisfaction and loyalty.

The world is changing faster than ever before. Continuous changes are also affecting the higher education sector. The number of programs on offer is growing, attraction strategies are changing, and the branding and positioning of higher education institutions are gaining significance. The growing influence of social networks on personal choice cannot be ignored. Of the world’s population, 57% uses social networks and spends an average of 2.5 h a day on them. The most popular social network, Facebook, has up to 2.9 billion active users every month. Therefore, the questions arise as to which factors influence one or another consumer choice, how social networks contribute to brand awareness, and what impact brand has on the higher education sector. After systematic and comparative analysis of concepts published in the scientific literature, the analysis of brand, brand promotion concepts, and factors that increase brand awareness is performed. This study seeks to determine whether and to what extent individual factors influencing student motivation and social networking influence the distinctiveness of a higher education institution brand and how factors influencing student motivation and social networking affect the distinctiveness of higher education institutions’ brands in general. The results of this study can help higher education institutions to develop their own plans, strategies, and good practices. Research methods: systematic and comparative analysis of concepts and methods published in the scientific literature, mathematical and statistical methods, statistical processing, and expert survey.

The paper explores the agricultural potential of the municipality for Lajkovac and accordingly defines the development priorities and strategic measures of sustainable development in this area. The purpose of the research is to examine the real possibilities for the development of agriculture and rural areas of the Municipality. Consequently, the analysis focuses on: the structure of the economy of the Municipality, the importance and role of agriculture and agro-industry in the municipal economy and the development priorities and strategic measures in the agriculture of the municipality. The research's results show that the Municipality of Lajkovac has favorable factor conditions for the development of agriculture. With regard to the development of Lajkovac agriculture in the coming period, it will be important to develop the processing sector, that is, capacity building, especially in the small and medium enterprises in agriculture (SMEA) sector, in the field of processing meat, milk, fruit and vegetables.

Climate factors have an impact on plant life cycle, yield, productivity, economy and profitability of agricultural production. There are not a lot of studies on understanding of influence of climate factors variation on maize yield in agro-ecological conditions of Serbia. The aim of this paper is analysis of variation of climatic factors over a long-time period, as well as assessment of impact of the examined climate parameters on maize yield in two localities in the Republic of Serbia. For the analysis of climatic factors (temperature, precipitation, sunshine, humidity) in the region of Central Serbia and Vojvodina, the data of meteorological stations Kragujevac and Sombor during two thirty-year periods (1961–1990 and 1991–2020) were used. In order to determine the existence and strength of the relationship between the observed climatic factors and maize yield, a correlation analysis of these indicators for the period 2005–2020 years, was performed. In the period 1991–2020, the average values of temperature were annually increased for 0.046 °C in Kragujevac and for 0.05 °C in Sombor, and in the same period the average value of sunshine on an annual level was increased for 1.3 h in Kragujevac and for 5.01 h in Sombor, 2020 in comparison to average values in period of 1961–1990. The humidity was decline annually for 1.3 in Kragujevac and for 3.4 in Sombor in period 1991–2020 in comparison to average humidity in period of 1961–1990. The results of the correlation analysis showed that the maize yield was significantly lower in the years with expressed high temperatures and precipitation deficit. Based on these studies, established effect of climate change on maize yield and that this demand developing adaptation agricultural practice through creating maize hybrids and varieties with greater adaptability and improvement of agrotechnic measure.