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School of Business

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https://hdl.handle.net/20.500.14078/20

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Browsing School of Business by Author "Angulo-Altamirano, Eladio"

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    A cross-country study of marketing effectiveness in high-credence services
    (2016) Angulo-Ruiz, Fernando; Pergelova, Albena; Cheben, Juraj; Angulo-Altamirano, Eladio
    This 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.
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    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, Eladio
    Based 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.