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• The Organic Label Effect in Marketing Literature: Image Transfer, Halo Effect and Signaling

  61-71

  Marietta Kiss

  Enikő Kontor

  András István Kun

  Views:

  96

  Our study reviews the rapidly growing marketing literature on the organic label effect, and classifies it based on the underlying explanatory principles (theoretical background). Two broad categories of these studies are identified. The first consists of papers based on the image transfer or on the halo effect, and the second is composed of examinations built on signaling models. After reviewing 60 papers we can conclude that although the presence of the organic label effect has already been proven by many examinations in different contexts, its theoretical foundation is predominantly ad hoc: the authors of the reviewed studies do not justify that the choice of the underlying theory is the most fitting to the situation; moreover we could not find any studies comparing the relevance of the alternative explanations.

  JEL codes: D82, Q13, L15

• Fight for Customers - Correlations of Trade Organizations and Sales Promotionon the Hungarian FMCG Market

  31-38

  Kata Földi

  Éva Pólya

  Ibolya Rózsa Pénzes

  Views:

  80

  Tract of time after the millennial brought well definable changes in retailers’ trade organizations and marketing activity in the Hungarian three-pole FMCG market. Operation conditions of enterprises became more complicated which is also reflected in the variability of the number and intensity of relevant influencing factors as well as in the difficulties of forecasting them. Out of these the change of consumer/purchase behaviour, the growth of competition intensity, the swell of procurement marketing, changes in channel position, the innovation of informatics and info communication tools, the dominant change of economic environment, the stiffening legislation and the unexpected influence of ecological environment can be highlighted. An important starting point for exploring the impact of the changes focusing on market competition is that the number and activity of chain stores operating in Hungary has stabilized, which has shifted the direction of research to explore the relationship between trade organization and marketing, improving competitive advantages and management efficiency.
  
  JEL Code: M31