4th emerging trends in marketing and management ......nicolae ceausescu. the guiness book of world...

4th Emerging Trends in

Marketing and Management

International Conference

Conference Program

September 26th-28th, 2019

Bucharest, Romania

Emerging Trends in Marketing and Management International Conference, Bucharest 2019

www.etimm.ro

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Thursday, September 26th 2019

09:00 – 10:00 Participant Welcome and Registration

(N. Angelescu Building, Bucharest University of Economic Studies, No 6 Romana Square)

10:00 – 12:00 Opening Ceremony and keynote speakers

(Virgil Madgearu Room)

▪ Welcome speech from the Bucharest University of

Economic Studies

▪ Berend Wierenga – Professor of Marketing at Rotterdam

School of Management: “Emerging Trends in Marketing and Management: Drivers of Success in Marketing

Careers”.

▪ Alina Stepan – Cluster Head South-East Europe and

Country Manager Romania @ Ipsos: “Measuring brand experience in the age of instant consumer feedback”.

12:00 – 13:00 Lunch (Cafeteria, 3rd Floor)

13:00 – 15:00 Session I (Virgil Madgearu Room)

15:30 – 17:30 Visit to the Palace of Parliament (the heaviest

building in the world) with an English-speaking guide – pick up in front of N. Angelescu Building, Romana Square

18:00 – 22:00 Romanian finger food, wine tasting, experience and authors’ networking meeting & Live Concert (Trattoria della Nonna)


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Friday, September 27th 2019

09:00 – 11:00 Session II (Virgil Madgearu Room)

11:00-12:00 Special Session on The Digital Transformation of

Marketing by Peter Verhoef, Dean Faculty of Economics and Business, Professor of Marketing, University of Groningen, The Netherlands. (Virgil Madgearu Room)

12:00 – 13:00 Lunch (Cafeteria, 3rd Floor)

13:00 – 16:30 Session III (Virgil Madgearu Room)

18:00 – 23:00 Boat trip on Herăstrău Lake & Gala Dinner – Romanian Restaurant, Smart casual attire (Herăstrău Restaurant)

Saturday, September 28th 2019

10:00 – 20:00 Day Trip in Bucharest and surroundings (pick

up in front of N. Angelescu Building, Romana Square)

- Visit to the National Village Museum “Dimitrie Gusti”; - Closing session and Lunch – Trattoria della Nonna;

- Mogoșoaia Palace tour with an English-speaking guide;


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Session I – 13:00-15:00, Virgil Madgearu Room

Thursday, September 26th 2019

Chairpersons Frederic Boy

Daniela Ioniță

Paper

ID Author(s) Paper Title

50

Montserrat Crespi-

Vallbona

Oscar Mascarilla-Miró

Holistic tourist experiences in

mature destinations

59 Anna Szwajlik

Study of "young adults"

innovative behaviors of as the

main new products development

determinant.

62 Ilona Bondos

Voluntary migration to the

online channel in the service

purchase process - how close are

we?

40 Daniela Ioniță

Lucian-Florin Onișor

Where to place an online ad: an

eye-tracking experiment

81

Daniele Doneddu

Frederic Boy

Gabriela Jiga-Boy

Gareth Davies

Subjective Well-being and

Social Media Use in Emerging

Adulthood: Findings from two

UK University Millennial

Cohorts

93 Marcin Lipowski

Willingness to use online

channel in various stages of the

services buying process

108

Katarzyna

Żyminkowska

Nagaraj Samala

Edyta Gołąb-

Andrzejak

Customer engagement

consequences for firms


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Session II – 09:00-11:00, Council Room


Chairpersons Galjina Ognjanov

Alin Stancu

Paper


51

Alexandru Ionut

Oproiescu

Sascha Alavi

Jan Wieseke

Does Digitalization in B2B Sales

Really Pay Off? – The Impact of

Sales Digital Maturity on Firm

Performance

61 Urszula Chrąchol-

Barczyk

The place of tools for building

customer relations with reference to

the Customer Knowledge

Management model

63 Silvije Jerčinović

Facilitating the Development of

Innovative Competencies and

Strategic Marketing Sustainability

Commitment

68 Laurentiu Hauser

Flexibilisation at the workplace and

its impact on leadership methods in

Germany

80 Galjina Ognjanov

Sanja Mitic

TV audience measurement in

Europe: do advertisers really know

what they are paying for?

84

Georgian

Dumitrescu

Anca Alexandra

Purcarea

Wrong Adaptation of the Company's

Performance Management System to

it’s Life Cycle - The Cause of it’s

Malfunction

112

Alexandru Dumitru Bodislav

Carmen Valentina Radulescu

Daniel Moise Sorin Sorin Burlacu

Environmental policy in the

Romanian public sector


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Session III – 13:00-16:30, Virgil Madgearu Room


Chairpersons Jan Willem van t’ Klooster Maria Johann

Paper ID

Author(s) Paper Title

52 Marwa Meddeb

Jean-Louis Moulins

The Antecedents of the Sources of Value of Mass Customization

According to Different Categories of Products: Individual and Contextual

Variables

57

Huey Shee Loh Sanjaya Singh Gaur

Ryan Jiunn-Hoong Lim

Childhood brand nostalgia, perceived self-continuity and brand loyalty

74 Agnieszka Smalec

City placement and set jetting as unconventional marketing

communication tools for local governments

114

Cristiana Chiriac Mihai Cristian Orzan Laura Daniela Roșca

Mercedes-Benz and Volkswagen video-commercials – A pluralistic research based on an eye-tracking

experiment

65

Carolina Herrando Julio Jiménez-Martínez

María José Martín-De Hoyos Efthymios Constantinides

Jan Willem van t’ Klooster Peter JH Siljkhuis

States of mood transferred through OCR in social commerce: A neuromarketing experiment

91 Maria Johann Sanjoy Ghose

Gender Differences in Tourism Marketing Product Perceptions

113 Cristiana Chiriac

Ștefan Grapă

Mercedes-Benz and Volkswagen video-commercials, an

electroencephalograph analysis of the state of feeling of the viewers

117 Mihai Cristian Orzan

Iulia Adina Zara Leverage IoT technologies for

customer acquisition and retention

118

Laura Daniela Rosca (Tanase)

Mihaela Constantinescu

Stefan Claudiu Caescu

Mihai Cristian Orzan

Assessing the applicability of neuromarketing tools in online social networks from a business perspective


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Virtual Sessions – Virgil Madgearu Room

Thursday and Friday, September 26th - 27th 2019

Chairpersons Lucian-Florin Onișor Laura Daniela Rosca (Tanase)

Paper


53 Kalyanaram Gurumurthy

Market Entry, Competitive

Dynamics, and Market Leadership, And Case-Study of

Huawei

60 Kamila Słupińska

Types of Users and their

Activities in Social Media and their Possibilities to Engage in

Activities

64

Ionut-Adrian Mosescu Stefan Claudiu Caescu

Florina Botezatu

Studying the Digital Marketing Strategy through Big Data in

Banking Sector

67 Milena Todorova Svilena Ruskova

Trends in Bulgarian Consumers' Behaviour regarding Bio Foods

69

Ionuț-Claudiu Popa Maria Daniela Frățilă

Raluca-Giorgiana Chivu Florina Botezatu

Ionuț Mosescu

Implications of Corporate Social

Responsibility in Air Transport in Romania

70

Maria-Daniela Frățilă

Ionuț-Claudiu Popa

Alina Alecu Florina Botezatu

Raluca-Giorgiana Chivu

The effects of viral marketing as an

integral part of political, social marketing

79

Dragos Tohanean

Loredana Nicoleta Zainea

Entrepreneurial Challenges

through Innovative Business Models

86 Elena Lidia Melnic

Customer Satisfaction and the

Factors of Influence: A Quantitative Marketing Research

at the Main Banks in the Center Region of Romania


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Paper


88 Elena Lidia Melnic

Word of Mouth Marketing and the Impact on Banks’ Portfolio of

Clients: Research at the Main Banks from Center Region of

Romania

89 Monika Jedynak Aneta Kuźniarska

The needs and expectations of

stakeholders in socially responsible enterprises

90 Piotr Jedynak Sylwia Bąk

Objectives of risk management in

the financial services sector - the perspective of Polish enterprises

listed on the Warsaw Stock Exchange

94 Anita Proszowska Exhibitors’ Opinions about the Trade Fairs in the Light of their

Previous Fairs Experience

100 Beata Tarczydło Eye-tracking as a research

method. Selected cases

101 Delia Deliu

Empathetic Leadership – Key Element for Inspiring Strategic

Management and a Visionary Effective Corporate Governance

103 Agnieszka Pokorska Marketing activities of cities in

the management of urban mobility

116

Alexandra - Cristina

Dinu Violeta Radulescu

Anca Francisca Cruceru

Mihai Cristian Orzan

Necessity for Semantic Web development in user interaction

119

Raluca Ecaterina Brandabur

Mihaela Moisa Danaila Crina Ramona Antip

Monica Maria Mihaila

Using Marketing Research Tools for Improving Romanian

Language Teaching Process in Elementary School - Case Study


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Organized Activities and Excursions (all included in the Conference Fee)

A selection of very attractive activities and trips has been arranged for ETIMM International Conference participants

1. Activities: – Guided Palace of Parliament tour with an English-speaking guide

(September 26th) – Authors’ Networking and Collaboration Meeting (September 26th) – Romanian wine tasting experience with an international sommelier and Live

Concert (September 26th) – Boat trip on Herăstrău Lake & Gala Dinner – Herăstrău Restaurant

(September 27th)

http://www.etimm.ro/registration/


www.etimm.ro

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2. Day Trip to Bucharest and surroundings – September 28th

- Visit to the National Village Museum “Dimitrie Gusti”;

- Closing session and Lunch – Trattoria della Nonna;

- Mogoșoaia Palace tour with an English-speaking guide;

* Please note that the day trip to Bucharest and surroundings has limited capacity and is

expected to be filled fast, hence, it is recommended to book your tour as soon as possible.

You’ll have the chance to admire the Palace of Parliament, a “giant” built

during the Golden Age of the communist totalitarian regime started at the

idea of a leader for whom the notion of “reasonable size” did not exist –

Nicolae Ceausescu. The Guiness Book of World Records lists this building

as the heaviest building in the world. It is constructed from 700,000 tons

(1.5 billion lb) of steel and bronze combined with 1 million m³ (35.3 million

ft³) of marble, 3,500 tons (7.7 million lb) of crystal glass and 900,000 m³

(31.7 million ft³) of wood.


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The Village Museum is the result of intense and sustained research,

theoretical and field of museological experiments for over a decade,

coordinated by Professor Dimitrie Gusti, founder of Sociological School of

Bucharest. As head of the Department of Sociology, University of

Bucharest, Gusti organizes between 1925-1935, with specialists from

various fields (sociologists, ethnographers, folklorists, geographers,

statisticians, doctors) and his students monographic research campaigns,

interdisciplinary, a relatively large number of villages (Fundu Moldova –

jud. Suceava, Nereju – jud. Vrancea, Dragus – jud. Braşov, Dragomireşti –

jud. Maramures, Clopotiva – jud. Hunedoara Runcu – jud. Gorj, Ruşeţu –

County. Buzau etc.).


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Based on these experiences, the concept of hard work and moral and material support of the Royal Foundation “Prince Charles” in March 1936 in just two months, could build a museological exceptional work. In this short time,

teams of specialists and students, led by Professor Dimitrie Gusti, bought from peasant villages researched building (house, annexes, churches,

technical installations) and interior objects (furniture, ceramics, textiles, tools, etc.) considered representative for their places of origin.


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Mogoșoaia Palace is situated about 10 kilometers from Bucharest. Built over the four-year period between 1698 and 1702 by Constantin Brâncoveanu. The Mogoșoaia Palace is famous as an architectura l

monument because its facade is dominated by traditional staircase balconies, columns with capitals, and arcades that have come to be known as the

Brâncovanian style or Romanian Renaissance style, which is a combination of Ottoman and Venetian elements. The palace bears the name of the widow of the Romanian boyar Mogoș, who owned the land it was built on.

4th emerging trends in marketing and management ......nicolae ceausescu. the guiness book of world...

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