Market-Tržište, Vol. 34 No. 2, 2022.

Table of contents

Full text

Uvodnik (page 125-126)

Editorial preface (page 125-126)

Đurđana Ozretić Došen
Editorial

Investigating the Impact of Television Advertising and eWOM on Brand Equity Creation (page 127-143)

Maja Konecnik Ruzzier, Nusa Petek
Original scientific paper

Sustainability, Hedonic, Utilitarian, and Social Benefits of Car Sharing: Evidence from Tanzania (page 145-160)

Dev Jani, John Philemon Mwakyusa
Preliminary communication

Binge-Watching During the Pandemic: An Empirical Study in India (page 161-174)

Padmanabhan N S, Minu Mary Francis, Shirley Rita Luiz
Preliminary communication

Consumer Behavior During the Covid-19 Pandemic: The Importance of Collectivist Orientation (page 175-190)

Dora Gaćeša, Ružica Brečić, Matthew Gorton
Preliminary communication

Consumer Decision-Making Styles in the Digital Product Category (page 191-203)

Sunčana Piri Rajh
Original scientific paper

The Impact of Market-Driven vs. Market-Driving Strategies on Products’ Short-Term and Long-Term Sales Growth (page 205-217)

Goran Vlašić, Kristijan Keleminić, Branka Dropulić
Preliminary communication

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