Central European Business Review

16-22

Authors: Tetyana Kuvita, Miroslav Karlíček

In the race to get the attention of the target audience, advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is “eaten up” by such devices. The concept of a vampire effect in advertising appears to be under-researched in the current literature. Therefore, this paper provides deeper insights into the vampire effect occurrences in printed advertisements using celebrity endorsement. The paper is based on a qualitative study with an eye-tracking device with 12 participants and on the following experiment with 60 university students. The research found that a significantly higher risk of creating a vampire effect exists when using an unrelated celebrity as an attention-getting device than when using a related celebrity or no celebrity at all. Marketers are advised to use related celebrities if choosing to stick to this attention-getting approach. However, the concept of “relatedness” should be pre-tested prior to launching an advertising campaign.

31-37

Authors: Petra Koudelková

The success of small and medium enterprises (SMEs) is crucial for the development of the Czech economy. Czech SMEs contribute to innovation and economic growth; they provide employment opportunities and stimulate economic growth. The aim of this research is to determine the key elements of growth and innovation in Czech SMEs. A questionnaire survey of innovation in SMEs in the Czech Republic was used; the research was held in the second quarter of 2013. The research results show that innovation has a positive impact on the growth of Czech SMEs and hence it should become a top priority for the Government strategies and policies that aim to promote economic growth and business development in the Czech Republic.

46-53

Authors: Mohammad Reza Hamidizadeh, Mohammad Reza Karimi Alavije, Morteza Rezaee

Due to multi-dimension viewpoints, since decision-making and purchase process are emerging based on the human spirit or internal value of customers, this research seeks to introduce and analyze a model in this regard. In this research, the effects model of ethicality on brand personality dimensions and creation of brand equity were studied, aiming on raising awareness and highlighting the role of ethical values in branding. The population includes all the customers within Iranian chain stores (as a developing country). The results show that “perceived business ethicality” has a positive effect on responsibility, activity and emotionality. Moreover, responsibility and activity have a positive effect on “overall brand equity”. According to total effect, "responsibility" and "perceived business ethicality" have the highest effect on brand equity.

58-61

Authors: Tomáš Poucha

John Westby: We Need to be the First in Class