International Proceedings of Social and Behavioral Sciences

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Editorial Note -1

Pages: 1
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Editorial Note -1

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Tihomir Vranesevic

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Tihomir Vranešević (2015). Editorial Note -1. International Proceedings of Social and Behavioral Sciences, 3: 1. DOI:


Editorial Note-2

Pages: 2
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Editorial Note-2

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Jose Luis Abrantes

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José Luís Abrantes (2015). Editorial Note-2. International Proceedings of Social and Behavioral Sciences, 3: 2. DOI:


Editorial Note-3

Pages: 03-04
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Editorial Note-3

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Claudia Seabra

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Cláudia Seabra (2015). Editorial Note-3. International Proceedings of Social and Behavioral Sciences, 3: 03-04. DOI:


Croatian SMES and Their Usage of CSR &Brand Management as A Way to Succeed On the Market As Shown On the Case of Company “Igo-Mat”

Pages: 05-19
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Croatian SMES and Their Usage of CSR &Brand Management as A Way to Succeed On the Market As Shown On the Case of Company “Igo-Mat”

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Pavao Vranesevic , Tihomir Vranesevic

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Pavao Vranešević --- Tihomir Vranešević (2015). Croatian SMES and Their Usage of CSR &Brand Management as A Way to Succeed On the Market As Shown On the Case of Company “Igo-Mat”. International Proceedings of Social and Behavioral Sciences, 3: 05-19. DOI:
Brands are the most important asset of a company as they represent its identity and image. Their rise is not a recent phenomenon, but today they have an essential role in business. The reason for that is the strong image they call up in consumers´ minds. Thus branding is an integral part in the success of the brand. Obviously, brand can be managed in many ways, but the most important thing is to establish a meaning of the brand that is relevant and valuable to consumers. Creating the image of the brand that stands out certainly help achieve that. In addition, CSR (CSR - Corporate Social Responsibility) is a relatively recent phenomenon which is gaining in popularity worldwide, and therefore is used more and more by companies as a tool for achieving competitive advantage and capturing market share. The purpose of this paper, in respect to that, is to show how well-thought brand management and efficient implementation of CSR can allow company to achieve success on the market and be competitive. For this aim, the case of struggling Croatian SMEs (SME(s) – Small and Medium Enterprise(s) as presented by the case of company “IGO-MAT” is taken, however with the mention of other companies as well. The paper is strictly theoretical, with data used from books, articles but also from internal interview with the owner of the company “IGO-MAT”. Conclusion of the paper is that CSR and brand management do help companies in being competitive and succeeding on the market as is evidently shown on the case of Croatian SMEs, especially “IGO-MAT” and results support that as companies in question did in fact succeed in the market. 

Comparative Analysis of the Emotional and Cultural Branding Models

Pages: 20-27
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Comparative Analysis of the Emotional and Cultural Branding Models

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Diana Plantic Tadic , Sandra Suca

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Diana Plantić Tadić --- Sandra Šuća (2015). Comparative Analysis of the Emotional and Cultural Branding Models. International Proceedings of Social and Behavioral Sciences, 3: 20-27. DOI:
In the marketplace of the 21st century, where supply has been exceeding demand for a while now, having a successful brand is the Holy Grail that numerous companies aspire to obtain. A brand has become far more than a combination of names, jingles and logos – it represents the set of emotions evoked in the consumers’ conscience, mind and heart; the powerful trigger which will push masses into not only buying, but also following and worshipping certain products. As for companies, an efficiently managed brand could become the main source of competitive advantages and the starting point for forming a strategic course of a certain company. The crucial purpose of the brand management process is to constantly increase the importance and value of a brand for a company and its consumers. This paper analyzes two different approaches to the process of branding. The emotional branding focuses on the emotional involvement or the emotional connection established between consumers and brands, meaning a consumer’s unique relationship with a brand. In that case, consumers feel and experience a brand. Again, personification, interaction, sensorial branding and experiments are the constituents of the dominant branding model of today’s market place – the emotional approach. Nevertheless, new theories and practices are constantly infiltrating modern marketing and branding. One of these new models is the cultural model, which isn’t as much a new approach as it is an extension and update of the emotional model. The cultural branding serves to explain the astonishing fact that there are two kinds of highly successful brands – the highly successful ones and the icons, which are always one step ahead of the rest.

Personal Branding in the Context of Contemporary Market

Pages: 28-40
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Personal Branding in the Context of Contemporary Market

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Duro Horvat , Marinko Kovacic , Natasa Trojak

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Duro Horvat --- Marinko Kovacic --- Natasa Trojak(2015). Personal Branding in the Context of Contemporary Market. International Proceedings of Social and Behavioral Sciences, 3: 28-40. DOI:
Mass economy was based on production directed towards anonymous customers whose interests were pretty easily designed. The process of interest forcing, i.e. needs, are made more easily by mass media. The expansion of mass media about 60 years ago redesigned marketing or better to say promotional activities. Systematic brand articulation and all the other immaterial resources like image or goodwill begin became more important and more and more employees are becoming significant organizational resource. Human resources are becoming key element of profitability in which finance and technology are transformed in the supporting elements. Experts and talented individuals in particular, are becoming aware that they are owners of the most valuable organizational resource - knowledge i.e. creativity. In the process, contemporary technology, like the Internet, enables complete affirmation of personal potential. Assumption of personal branding is being developed and with its help creative individuals articulate their own, individual image while offering their potentials on the market. Aware creative individuals as workforce are becoming not only equal but dominant in relation to employers in the process of employment negotiation. They are premium brand which requires attractive working conditions and quality working relations in order to completely present their excellence. Branded individuals are aware that generating new added value depends on them in large amount. Personal branding as a process of value articulating which the individual offers to employer or to potential business partners will become standard element, not only for personal business positioning, but for corporative strategies of human resources management.

The Impact of Health Expenditure to the Healthcare System Efficiency

Pages: 41-52
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The Impact of Health Expenditure to the Healthcare System Efficiency

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Maria Grausova , Miroslav Huzvar , Jana Strangfeldova

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Mária Grausová --- Miroslav Hužvár --- Jana Štrangfeldová (2015). The Impact of Health Expenditure to the Healthcare System Efficiency. International Proceedings of Social and Behavioral Sciences, 3: 41-52. DOI:
Health is the most precious human value. It contributes to the economic potential of the country and therefore requires the interest of both the state and the public authorities. How can countries really influence the health of their inhabitants? No doubt, appropriate number of hospital beds and practising physicians are important. But what else does matter? Health expenditure has a significant role in national economies. We examine healthcare systems efficiency in 27 European countries using Data Envelopment Analysis (DEA). Then we compare the impact of health expenditure per capita and the health expenditure share of GDP to the efficiency scores of compared countries. We show that the share may be preferable to use in DEA calculations, because it takes into account the "country’s wealth".

Organic Food Preferences: Significance of Socio-Demographic and Attitudinal Market Segmentation Variables

Pages: 53-62
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Organic Food Preferences: Significance of Socio-Demographic and Attitudinal Market Segmentation Variables

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Ruzica Kovac P. Znidersic , Ines Djokic , Nenad Djokic

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Ruzica Kovac P. Znidersic --- Ines Djokic --- Nenad Djokic (2015). Organic Food Preferences: Significance of Socio-Demographic and Attitudinal Market Segmentation Variables. International Proceedings of Social and Behavioral Sciences, 3: 53-62. DOI:
Although supply is still not meeting Serbian organic food market demand, increasing consumers’ organic food acceptance will be crucial for significant future market development. As previous researches have shown, important role for future organic food consumption will belong to young and more educated people. However, for creating, implementing and controlling adequate marketing mix in order to target this market segment, additional market segmentation variable research is necessary. In this paper, organic food preferences of young and educated respondents were considered as basis for further segmentation (the research was conducted in Autonomous province of Vojvodina in February 2014, n=140). The choice of preferences can be understood in context of insufficient organic food supply at domestic market as well as future increasing of respondents’ income as basis for transforming preferences into food consumption. Respondents were segmented into consumers with low organic food preferences (prefer to consume it once in several weeks or less frequent), consumers with medium organic food preferences (prefer to consume it once a week) and consumers with high organic food preferences (prefer to consume it several times a week, every day or several times a day). Furthermore, consumers’ segments were compared regarding different socio-demographic and attitudinal market segmentation variables. Out of socio-demographic variables, segments were statistically significantly different only regarding gender – the percent of women was increasing in segments more preferring organic food. Consumers’ attitudes reflecting their natural product interest were also significant for organic food preferences – consumers’ segment preferring organic food highly was statistically significantly different in comparison to other segments in terms of respondents rating these items higher. Besides, recommendations at tactical marketing level were given in the paper.

Building Trust and Satisfaction by Retailers in Mature Segment

Pages: 63-71
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Building Trust and Satisfaction by Retailers in Mature Segment

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Dagmar Lesakova

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Dagmar Lesakova (2015). Building Trust and Satisfaction by Retailers in Mature Segment. International Proceedings of Social and Behavioral Sciences, 3: 63-71. DOI:
In our research we consider the factors of satisfaction and trust development in older consumers segment with their shopping places. Such attributes as store location, internal store environment (trolleys, display policy, assortment), price policy, staff behavior or easy access to the store are differently perceived by older shoppers. Responding to the requirements of seniors´ segment in these attributes can build the trust to particular retailer and cause satisfaction of older shoppers. The purpose of our paper is to propose a framework that can be used to develop clear and conceptually consistent, context-specific system of satisfaction assessment with the shopping experience of older people. In particular we suggest how to assess the satisfaction level with the shopping experience and discuss the areas of satisfaction and perceived dissatisfaction in order to develop the trust in older consumers segment. We raise question: „what are the areas in which seniors perceive dissatisfaction when shopping foodstuffs” and explore the influence of age and seniors´ health condition on the level of satisfaction. To measure the food shopping satisfaction, 12 factors of internal and external store environment were reviewed. Results indicate that there is a general trend towards satisfaction, however also some areas of dissatisfaction were identified, such as aspects of the price policy, internal store environment or courteousness of staff. This suggests that retail managers should pay increased attention to seniors, as not all older consumers consider their needs to be satisfactory met. The research in this paper was conducted within the Research project VEGA 1/0224/15 “Determinants of level and trends in consumer behavior and consumption of the seniors in Slovak Republic”.

Sustainable Development and Alternative Fuels

Pages: 72-81
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Sustainable Development and Alternative Fuels

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Merica Pletikosic

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Merica Pletikosić (2015). Sustainable Development and Alternative Fuels. International Proceedings of Social and Behavioral Sciences, 3: 72-81. DOI:
The sustainable development, based on the concept of substitution of fossil fuels by the alternative fuels, with the aim of adapting to climate changes, primarily demands a powerful activity in easing and decreasing the carbon dioxide emission, the largest contemporary environmental threat. To achieve such highly set global goals, it is necessary to invest large amounts of effort in informing and sensitizing the public. This work presents results of empirical research regarding the level of information and attitudes of the interested public, concerning the usage of fuel made from waste as a substitute fuel in the cement industry. The research was conducted on the aim sample, using the in-depth interview and the participating observance. The qualitative method of grounded theory was used in the analysis of empirical material. The coded material was quantitatively processed and calculated using the Statistica ver. 11.00 computer program. Aim of the research was to determine the level of information and the attitudes of interested public regarding differences between communal waste incineration in incinerators and co-incineration in the cement industry, as an alternative fuel, as well as the influence on the environment and the cognitions on the alternative fuels usage in the cement plants of the European Union. The representatives of all the defined subsamples were largely of the opinion that there were no differences between burning the waste in the incinerators and co-incineration in the cement industry. They considered that the usage of the alternative fuels would have negative consequences on the environment and the health of the population, but also that the usage of such fuels was legally allowed in the cement plants of the EU.