Template-Type: ReDIF-Article 1.0 Author-Name: Ondřej Machek Title: Editorial Pages: 3-3 Volume: 2015 Issue: 2 Year: 2015 File-URL: http://cebr.vse.cz/cebr/article/download/196/127 File-URL: http://cebr.vse.cz/cebr/article/download/196/127 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:120:p:3-3 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/120 Template-Type: ReDIF-Article 1.0 Author-Name: Živa Kolbl Author-Name: Maja Konečnik Ruzzier Author-Name: Tomaž Kolar Title: Brand Revitalization: Don’t Let Your Brands Turn Into Sleepyheads Abstract: Brand revitalization is a process, which is often necessary when the brand’s offer of products as well as associated attention from consumers decline. Even so, the core of a brand needs to be clearly defined, in order for brand revitalization to be successfully implemented. Marketing managers need to be able to recognize the acute, as well as the latent signs of brand aging, and need to implement brand revitalization elements and strategies that are most suitable for a certain brand. The goal of the paper is presenting brand revitalization through the practical example of two Slovenian brands, which both went through the process of brand revitalization. With the review of secondary data, as well as interviews with the brand’s marketing managers, the paper proposes main steps and serves as a guideline to other managers, when going through brand revitalization. Keywords: revitalization, rejuvenation, brand aging, strategies of brand revitalization Classification-JEL: M31 Pages: 5-11 Volume: 2015 Issue: 2 Year: 2015 File-URL: http://cebr.vse.cz/cebr/article/download/178/125 File-URL: http://cebr.vse.cz/cebr/article/view/178 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:121:p:5-11 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/121 Template-Type: ReDIF-Article 1.0 Author-Name: Zuzana Křečková Kroupová Title: The Latest Trends in the Corporate Sustainability and its Implications for Czech Businesses Abstract: This paper analyzes the state of corporate sustainability in the Czech Republic compared with world trends, including case studies of best practices. Corporate sustainability has developed from ad hoc activities dominantly focused on cost-cutting or corporate image improvements to strategic issue requiring the attention of corporate boards and top management. The development of sustainability as an integral part of corporate existence comprises of the following managerial implications: strategy, collaboration, and implementation. The strategic component requires mission reformulation, strategy redefinition and involves the board and top managers’ broader thinking, leaders capable of open mindedness, and creativity. The collaborative component calls for intensive collaboration and communication with all stakeholders, including association with avant-garde partners, such as, NGOs, regulators, universities, and competitors. The implementation component addresses the need for high quality change management programs. Keywords: Corporate Social Responsibility, strategy, Czech Republic, Corporate sustainability, shared value Classification-JEL: M14, Q56 Pages: 12-20 Volume: 2015 Issue: 2 Year: 2015 File-URL: http://cebr.vse.cz/cebr/article/download/183/126 File-URL: http://cebr.vse.cz/cebr/article/view/183 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:122:p:12-20 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/122 Template-Type: ReDIF-Article 1.0 Author-Name: Ovidiu-Ioan Moisescu Title: The Impact of Customers’ Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry Abstract: The goal of the current research is to analyze the impact of customers’ perceptions of corporate social responsibility (CSR) on their loyalty towards mobile telecommunication companies within the particular socio-cultural and economic context of one of the largest national markets of Central and Eastern Europe. In order to achieve this goal, a survey was conducted among a sample of 1,464 mobile telecommunication customers from the urban area of Romania. The findings point out the fact that Romanian mobile telecom customers’ loyalty is not significantly impacted by how they perceive their service suppliers’ responsibilities with regard to their employees or economic success, while their perceptions of companies’ responsibilities towards customers, public authorities, the environment, community development, and sponsorship have a significant impact on corporate brand loyalty. The findings have managerial implications in what concerns the appropriate implementation and communication of CSR policies by mobile telecommunication companies from the region in order for them to enhance their customer’s loyalty. Keywords: customer loyalty, CSR, mobile telecommunication Classification-JEL: M31 Pages: 21-30 Volume: 2015 Issue: 2 Year: 2015 File-URL: http://cebr.vse.cz/cebr/article/download/184/128 File-URL: http://cebr.vse.cz/cebr/article/view/184 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:123:p:21-30 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/123 Template-Type: ReDIF-Article 1.0 Author-Name: Filip Iorgulescu Title: Contagion and Market Interdependence during the Global Financial Crisis Abstract: This paper examines the roles played by market interdependence and contagion in the propagation of the 2007-2009 global financial crisis. For this purpose, five aggregate indices were employed, representing all the major financial markets from each geographical region. The data series are daily and they cover the period between 2002 and 2014. The presence of contagion and market interdependence was assessed by means of the values and value changes of the correlation coefficients between the ante crisis (2002-2007), the crisis (2007-2009) and the post crisis (2009-2014) intervals, as well as with the aid of a spillover index. The results indicate a high degree of interdependence between the global financial markets even before the occurrence of the crisis. On the other hand, there is evidence that the crisis spread through contagion mainly from the developed financial markets of Europe and North America to the emerging centers in Africa and Latin America while the markets from the Asia/Pacific region displayed lower correlations which may have given opportunities for the mitigation of losses. Moreover, since the majority of the correlation coefficients have not decreased significantly after the 2007-2009 period, it seems that the crisis intensified the degree of global financial integration. Keywords: crisis, contagion, interdependence, correlation, spillover Classification-JEL: G01, G15 Pages: 31-39 Volume: 2015 Issue: 2 Year: 2015 File-URL: http://cebr.vse.cz/cebr/article/download/185/129 File-URL: http://cebr.vse.cz/cebr/article/view/185 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:124:p:31-39 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/124 Template-Type: ReDIF-Article 1.0 Author-Name: Ioana Andrada Moldovan Gavril Title: Does the Financial System Promote Sustainable Development? Evidence from Eastern European Countries Abstract: This article aims at analyzing the relationship between sustainable development and the financial system, mainly focusing on the role that the financial system plays within the process of sustainable development. Theoretically, the financial system could be a very important factor to promote sustainable development, as it could foster economic growth and development, efficient resource allocation, the protection of the environment and also social responsibility. Using panel data econometrical analysis, we tested for correlations between indicators of the financial system and indicators of sustainable development in five developing Eastern European countries. We found weak or no correlation between financial indicators and sustainable development indicators. This might be explained by several facts. First, the financial systems of these five developing countries are not highly developed, so that they do not have a high capacity to foster economic growth and development. Second, even if this was the case, promoting sustainable development requires a lot more than fostering economic growth and is not a question of whether the financial companies can promote sustainability, but whether they are interested in promoting it. Even though financial companies have embraced the sustainability agenda, they haven`t done much to change their short-term orientation to profit and to shift to long-run strategies in favor of sustainable development. Keywords: financial system, sustainable development, Eastern Europe, panel data analysis Classification-JEL: G10, I00, O1 Pages: 40-47 Volume: 2015 Issue: 2 Year: 2015 File-URL: http://cebr.vse.cz/cebr/article/download/187/130 File-URL: http://cebr.vse.cz/cebr/article/view/187 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:125:p:40-47 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/125 Template-Type: ReDIF-Article 1.0 Author-Name: Markéta Lhotáková Author-Name: Květa Olšanová Title: Top Level Results of a Study of Czech Households´ Awareness of the Food Advertising Industry’s Self-Regulation Related to Children Abstract: This paper is primarily focused on analyses of the research undertaken to understand the awareness of food advertising’s self-regulation authority (Council for Advertising) and of the Czech Code of Conduct in the context of the growing issue of child obesity. The objective is to find out the perception of food advertising to children and awareness of regulation and industry self-regulation amongst Czech mothers. Our theoretical framework presumes dependence between the awareness levels and selected demographic variables. We conclude several actions to overcome low awareness of the Council of Advertising and its Code of Conduct and to transfer the industry’s self-regulation into an efficient and recognized tool of shaping the culture of responsible advertising in the Czech Republic. The conclusions lead towards stronger protection of children. Keywords: advertising targeted to children, regulation of advertising, industry self-regulation Classification-JEL: M31, M37, M38 Pages: 48-59 Volume: 2015 Issue: 2 Year: 2015 File-URL: http://cebr.vse.cz/cebr/article/download/188/131 File-URL: http://cebr.vse.cz/cebr/article/view/188 File-Format: text/html Handle: RePEc:prg:jnlcbr:v:2015:y:2015:i:2:id:126:p:48-59 X-File-Ref: http://www.vse.cz/RePEc/prg/jnlcbr/references/126