"Scientific research" Almanac

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  IMPACT OF CONSUMER PROMOTIONS ON CUSTOMER-BASED BRAND EQUITY

  The present research paper outlines the effects of consumer promotions. Its subject is the type and frequency of effects of consumer promotions on customer-based brand equity dimensions. The leading role of consumer promotions within the communication mix, both nationally and globally, along with the lack of unambiguous evidence about their effect ... The present research paper outlines the effects of consumer promotions. Its subject is the type and frequency of effects of consumer promotions on customer-based brand equity dimensions. The leading role of consumer promotions within the communication mix, both nationally and globally, along with the lack of unambiguous evidence about their effect on brand equity as a top intangible asset, underlie the motivation of the current research. The present work aims to confirm the research thesis that consumer promotions can generate both positive and negative effects on customer-based brand equity depending on their type and frequency. The negative effects of monetary promotions, the positive effects of non-monetary promotions and promotions frequency on perceived quality and brand loyalty are estimated by structural equation modelling and finite mixture approach. The segmentation analysis provides estimates of the effects according to the degree of brand loyalty. According to the results, monetary promotions are more appropriate for the non-loyal segment, while non-monetary promotions are more appropriate for the loyal segment.

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  TERRITORIAL DIVISION OF BULGARIA - PROBLEMS AND PERSPECTIVES

  The new territorial division is one of the hottest topics in the country's regional policy. It is not accidental that they call it Pandora's box because regional and local authorities have issues related to Cohesion Policy instruments and their regional impact, which is difficult to be objectively assessed. The objective of the study is to ... The new territorial division is one of the hottest topics in the country's regional policy. It is not accidental that they call it Pandora's box because regional and local authorities have issues related to Cohesion Policy instruments and their regional impact, which is difficult to be objectively assessed. The objective of the study is to analyze the strengths and weaknesses of the different scenarios for a new territorial division of the country, to identify those that are most appropriate to the purposes of sustainable and balanced development and to formulate target-oriented development policies.The research thesis is that decisions for territorial division should be based on in-depth research with appropriate scientific tools, the results of which are considered to be objective criteria when defining the boundaries of territorial units. The tasks of the survey are: study of the legal framework of the territorial division in the EU and in the country; GAP analysis of existing territorial zoning, incl. asymmetries between existing planning regions; comparative analysis of options for a new territorial division; developing targeted development policies for the regions. All scheduled tasks are met. Five scenarios have been analyzed and a variant for territorial division is presented, which corresponds to the legislative framework and specifics in the country despite some weaknesses. Among the most important conclusions is the need to reach a political consensus on the balanced sustainable development of the country, which should be considered a medium and long-term priority objective.

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  LEADERSHIP DEVELOPMENT TOWARDS THE ACHIEVEMENT OF THE OBJECTIVES FOR SUSTAINABLE DEVELOPMENT PURPOSES

  Sustainable development and production, economic growth, employment, infrastructure, sustainable management of natural resources, climate changes, etc., are all issues that require solutions and actions which can be achieved under the management of responsible young leaders. The objective of the project is to examine the possibilities for ... Sustainable development and production, economic growth, employment, infrastructure, sustainable management of natural resources, climate changes, etc., are all issues that require solutions and actions which can be achieved under the management of responsible young leaders. The objective of the project is to examine the possibilities for developing leadership skills in the achievement of the seventeen Objectives for sustainable development and providing opportunities for: their application in Bulgaria; the improvement of learning content; developing knowledge and skills for leadership and socially responsible management of young people. The tasks are related mostly to a comparative analysis of international and national initiatives, strategic documents, curricula, and good practices for the preparation of leaders who take responsibility for the future, and the formulation of recommendations to the stakeholders for the good world practices that we apply in order to implement them in curricula corresponding to the knowledge required for the preparation of responsible leaders for the realization of the Objectives. The subject of research of this project is the presence/absence of leaders for achieving the Objectives for sustainable development as a result of the training in the fields of Economics and Administration and Management, in the conditions of increasing economic, social, environmental and managerial challenges faced by education and business. The scope of the research is models for preparation of leaders, including knowledge, skills and competences for achieving the Objectives for sustainable development. The leading thesis is that responsible young leaders are a key factor for the achievement of the Objectives for sustainable development horizon 2030. The main conclusions of the research are that the preparation of leaders favours the achievement of the Objectives for sustainable development. The results of the research show that well-prepared and trained leaders are a major factor for the achievement of the goals.