Vol. 8 No. 4 (2025): December

Articles

• Challenges in Decoding Consumer Behavior with Data Science

  Valentina Chkoniya (Author)

  1-14

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• Analysis of the Digital Skills in the Eu Labor Market. a Case Study of the Banking Sector.

  Victoria Folea, Ovidiu Folcut (Author)

  15-32

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• Light and Dark Sides of Sustainability Image: Consumer Perceptions of Brand Ethics

  Francisco Saraiva Grácio, João Afonso Dantas Ribeiro de Abreu Carreira, Maria Inês Lopes Neves, Raquel Oliveira Neto Pereira, Valentina Chkoniya (Author)

  33-48

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• Sensory Marketing: Case Study Burguezia do Leitão

  Mara Lopes, Pedro Santos, Teresa Marcelino (Author)

  49-61

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• Neuromarketing and Sustainability as a Competitive Advantage in the International Market: The Case of Zouri

  Anastácia Melnyk, Catarina Silva, Mariana Duarte, Rafael Simões (Author)

  62-75

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• Affiliate Marketing Strategy: A Literature Review on Value Creation, Governance, and Ethical Challenges

  Bruno Alexandre Patrício Carvalho, Maria Inês Dinis Raimundo Carvalho, Margarida Sofia Braz Barros (Author)

  76-86

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• Luxury Marketing: A Case Study of Cartier

  Francisca Fernandes, Leonor Ventura, Maria Cunha, Maria Inês Nunes (Author)

  87-99

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• Financial Literacy and Level of Financial Competence in Pre-University Students: A Comparison by Academic, Personal and Family Profile

  Sergio Camisón Haba, José Antonio Clemente Almendros, María Isabel Borreguero Guerra (Author)

  100-122

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• Personal Branding in the Digital Era: How Individuals Build and Manage Their Personal Brand on LinkedIn, Instagram, and TikTok

  Adriana Fernandes, Eric Guardiano, Francisco Soares, Rodrigo Alves (Author)

  122-139

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• Maturity-Model for the Evaluation of Investments into IIoT

  Lennart Hammerström, Dirk Zwerenz (Author)

  140-160

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• Determinants of Shopping Mall Attractiveness: The Case of shopping malls in Nairobi, Kenya

  Peter N. Kiriri (Author)

  161-178

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• Who Governs the Algorithm? Accountability, Liability, and Consumer Protection in AI Marketing

  Zurab Mushkudiani, Sopiko Tevdoradze, Nino Tchanturia (Author)

  179-192

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