Brzovska, Ezheni
Preferred name
Brzovska, Ezheni
Official Name
Brzovska, Ezheni
Main Affiliation
Email
ezeni@eccf.ukim.edu.mk
19 results
Now showing 1 - 10 of 19
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Item type:Publication, Determining Different Activities within Experience Economy Model for Cultural Institution(Graz University of Technology, Institute of Business Economics and Industrial Sociology, 2018-05-04); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, HR BRANDING AND THE POTENTIAL VALUE: EMPIRICAL EVIDENCE AND PRACTICAL IMPLICATIONS(The Slovenian Academy of Management, 2019-05-20); ; Despite the growing popularity of the employer branding concept, academic research on the topic is limited; this is pivotal and pioneer research in the Republic of North Macedonia. This research investigates the possible factors that might affect the specific dimensions of firms’ HR branding, such as employer branding, internal branding, and total rewards branding. Different parametric and non‐parametric tests were run to determine if there were group differences in employer branding, internal branding, and total rewards branding scores between groups within eight evaluated variables divided into three categories: demographics of respondents (age, gender, and educational level), firm characteristics (size, industry sector, and ownership origin), and professional characteristics of respondents (job level position and customer contact level). The results confirm the expected differences in some of the evaluated HR branding dimensions between employees with different professional characteristics (job level position and customer contact level) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, НЕВРОМАРКЕТИНГ И КОНЦЕПТОТ НА МУЛТИ-СЕТИЛНО БРЕНД ИСКУСТВО(Економски факултет - Скопје, 2019)Сетилата допринесуваат за создавање на искуство при селекција на брендови и влијаат на начинот на кој ќе ги перцепираме и запомниме бренд доживувањата. Сетилното брендирање ја зголемува видливоста и допадливоста на дадени брендови кои инкорпорирале мултисетилно доживување преку конзумирање на нивните производи. Целта на овој труд е да се презентира важноста на мулти сензорното искуство во насока на подобрување на целокупното доживување на потрошувачите, како резултат на конзумирање на конкретен бренд, производ или искуство. Со оглед дека преку сетилните дразби се создаваат и соодветни емоции кои не можат да се измерат со традиционалните методи на истражување, во трудот се дава осврт на основните начела и методи на невромаркетингот. Со помош на невромаркетингот подобро се разбираат одговорите на потрошувачите во процесот на селекција на дадени брендови, производи и услуги - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, Nutrition information on food labels: consumers’ reasons for ignorance,(2017-06-02); ; The main purpose of this paper is to reveal the reasons for ignorance of nutrition labels and to identify demographic and economic differences in reasons for nutrition labels ignorance. The employed factor analysis revealed 3 factors (shopping practices, perceived inability and absence of need). The results of ANOVA test proved the existence of significant differences between lower-educated people and higher educated people on two factors (shopping practices and perceived inability) as well as significant age differences in one of the three factors (perceived inability). The results of ANOVA test showed no statistically significant gender and income differences in reasons for ignorance of nutrition information. Recommendations may help governmental institutions, consumer organizations and companies in developing communications and educational programs about the importance of nutrition labelling aimed at different age and income groups of consumers. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, An analysis of social interaction between novice older adults when learning gesture‑based skills through simple digital games(Springer, 2021); This paper reports three exploratory empirical studies with older adults that had little or no prior experience with interactive technologies. The participants were introduced to interactive technology by playing games on touchscreens, playing in pairs with the assistance of a mentor. We focus on two principle aspects, the peer-to-peer interaction during these sessions, and the role of the mentor in progressing the sessions. In the case of peer-to-peer interaction we looked for ways in which players supported each other during interaction to assess the role of peer interaction in this context. In the case of mentoring, we examined the efcacy of a minimalist approach where verbal encouragement, suggestions or (in the last resort) intervention are used to provide support to learners. The sessions showed that learners typically could play and learn basic manipulations independently after initial help and guidance from mentors. We also found that peer interaction, both in verbal and non-verbal communication and cooperative action was broadly a positive infuence within sessions, suggesting that there is a signifcant value in building confdence as well as in learning. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Consumer Awareness of Food Waste Reduction - A Systematic Literature Review Following The Prisma Statement(2024-12); This paper examines the role of social marketing in reducing food waste, focusing on consumer behaviour and awareness of its harmful effects. A systematic literature review (SLR) evaluates studies analysing marketing campaigns' relationship with food waste reduction. Increasing awareness and changing behaviour through marketing campaigns can significantly reduce food waste. This paper analyses relevant literature to present key findings and recommendations for effectively targeting consumers with communication strategies to reduce food waste. In addition, it explores recommendations for implementing point-of-sale activities and direct communication with consumers to promote sustainable food systems. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Importance and Performance of Different Dimensions of the Experience Based Model within Cultural Institutions(Athens Journal of Tourism, 2018)Research interest in cultural marketing has increased significantly in recent years, due to numerous changes in the environment. The experience economy as an emerging concept is employed across a wide range of industries, which indicates the need to implement the model in different consumption situations. The goal of this paper is to evaluate the importance and performance of different activities within the experience economy utilized to create and deliver visitors’ experiences in cultural institutions. The paper analyzes whether the pertinent activities of the experience economy model are of equal importance for different audiences. The Kruskal – Wallis test was employed to reveal the statistically significant differences between certain dimensions of the experience-based model regarding gender, age, education and income of the respondents. The research results will provide interesting and important insights for arts managers and marketers to improve the effectiveness and efficiency in enticing and retaining audiences by employing the experience economy and increase customer value for specific target groups. - Some of the metrics are blocked by yourconsent settings
Item type:Publication, A SYSTEMATIC REVIEW ON THE METHODOLOGY OF EYE TRACKING - UNDERSTANDING THE SAMPLING DESIGN(2024-12); - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Experience Economy in Cultural Institutions: Arousal to Customer Loyalty(2024-12); ; Purpose The present research, which builds upon Pine and Gilmore's (1999) experience economy framework, aims to investigate the relationship between the four dimensions of the experience economy - education, entertainment, escapism, and esthetics - and their impact on arousal and customer loyalty. Certain industries are growing significantly in today's global economy due to the rising demand for experiential consumption (Oh et al., 2007). This trend reflects a shift towards an experience-driven economy, where consumers prioritize unique experiences over traditional products and services (Pine and Gilmore, 1999; Oh et al., 2007) a prerequisite for competitive advantage in the event industry (Manthiou et al., 2011). Research on the experience economy highlights its four key dimensions: education, entertainment, escapism, and esthetics. The literature on arousal's impact on loyalty in the experience economy reveals several significant findings. The experience economy dimensions significantly influence consumer arousal and loyalty (Alan et al., 2016; Girish and Chen, 2017; Brzovska et al., 2020). Moreover, Kastenholz et al. (2017) extended this framework to rural tourism, demonstrating that the esthetic dimension strongly influences arousal and satisfaction, which are critical for loyalty. Their findings align with Pine and Gilmore's (1999) assertion that creating memorable and engaging experiences is crucial for competitive advantage. Quadri-Felitti and Fiore (2013) examined wine tourism, concluding that the esthetic dimension of the experience economy is the most influential in creating positive memories and destination loyalty. Manthiou et al. (2014) also investigated the experience economy four-dimensional concept when it comes to memory vividness and loyalty at festivals, and their results show that entertainment and esthetics significantly impact loyalty, emphasizing the need for memorable experiences. Alan et al. (2016) found that cognitive assessments and emotional responses, including arousal, play crucial roles in shaping store loyalty in retail settings. Their study suggests that positive emotional arousal, directly and indirectly, affects consumer loyalty. Finally, Girish and Chen (2017) demonstrated that arousal significantly influences satisfaction and loyalty in festival contexts, highlighting the importance of creating authentic and engaging experiences to foster attendee loyalty. Brzovska et al. (2020) found that educational and esthetic experiences positively impact arousal and memory in the wine industry. Another study by Brzovska et al. (2023) also explores how the dimensions of Pine and Gilmore's experience economy (education, entertainment, escapism, and esthetics) affect consumer loyalty in cultural institutions. The research reveals that esthetics and entertainment significantly enhance memory, boosting loyalty, and education and escapism contribute to the overall experience (Brzovska et al., 2023). These studies collectively underscore the pivotal role of arousal and emotional engagement in enhancing customer loyalty across various sectors. By understanding how these dimensions influence consumer behavior, businesses can better design and market their experiences to build stronger customer relationships. Based on this we propose the following hypotheses: H1: Education has a positive influence on the arousal of visitors to cultural institution events. H2: Entertainment has a positive influence on the arousal of visitors to cultural institution events. H3: Esthetics has a positive influence on the arousal of visitors to cultural institution events. H4: Escapism has a positive influence on the arousal of visitors to cultural institution events. H5: The arousal of visitors to cultural institution events has a positive influence on their loyalty toward the institution. Design/methodology/approach To conduct this study, an online survey was conducted using snowball sampling, yielding 224 responses. After screening the data, 222 responses were deemed valid. The survey questionnaire measured respondents’ perceptions of the four experiential dimensions, arousal, and loyalty to a specific cultural institution. Structural equation modeling (SEM) was used to analyze the data and determine the strength and direction of the relationships between the variables. SEM combines factor analysis and multiple regression to examine measurement and structural model components (Hair et al., 2006). Using a two-stage approach (Anderson and Gerbing, 1988), confirmatory factor analysis (CFA) validated the measurement model and assessed the structural model to examine hypothesized relationships. The standardized regression coefficients and estimates of the hypothesized relationships are presented in Table 1. Findings Based on data presented in Table 1 we can conclude that four out of five hypotheses are supported, as indicated by the p-value at a significance level of 0.05. The study results indicate that the relationship between arousal and customer loyalty is positive and the strongest in the model, resulting in accepting H5. Regarding the relationships between the four experiential dimensions and arousal, it is evident that esthetics has the strongest positive impact (H3 is confirmed), followed by entertainment (H2 is confirmed). H4 is also confirmed meaning escapism has also a significant impact on arousal, while education is not significantly related to arousal (H1 is rejected). These findings indicate that prioritizing visually appealing and aesthetically pleasing experiences that are entertaining can boost arousal and, in turn, foster loyalty. The study also emphasizes the significance of crafting engaging and entertaining experiences to stimulate arousal in consumers. Originality/value This study contributes to the existing literature on the experience economy by providing empirical evidence of the relationships between different experiential dimensions and consumer behavior. The findings highlight the pivotal role of esthetics, entertainment, and escapism in enhancing visitor arousal within cultural institutions, which subsequently fosters customer loyalty. Esthetics was found to be the most important factor influencing arousal. This means that attractive environments deeply engage visitors' senses and emotions. This finding agrees with Quadri-Felitti and Fiore (2013), who concluded that esthetics is crucial for creating positive memories and building loyalty in wine tourism. Similarly, Manthiou et al. (2014) discovered that esthetics significantly affects how vividly people remember festivals and their loyalty to them, highlighting the importance of creating memorable experiences. Entertainment also had a strong positive effect on arousal. This supports the findings of Manthiou et al. (2014), who showed that entertainment significantly boosts loyalty by enhancing visitor experiences. Escapism also positively influenced arousal, although not as strongly as esthetics and entertainment. This aligns with Girish and Chen (2017), who found that escapism contributes to genuine and engaging experiences, which in turn increase attendee satisfaction and loyalty in festival settings. Education did not have a significant effect on arousal, which was unexpected. This differs from studies like Kastenholz et al. (2017), who found that educational experiences do influence arousal and satisfaction in rural tourism. Furthermore, this suggests that in cultural institutions, simply providing information or learning opportunities might not create strong emotional responses that lead to loyalty. It highlights the need to combine educational content with esthetic and entertaining elements to enhance its impact. This idea aligns with Brzovska et al. (2020), who discovered that educational and esthetic experiences positively affect arousal and memory. The originality of this study lies in its focus on cultural institutions and events, areas that have been largely overlooked in prior research in the context of the experience economy, which has predominantly concentrated on tourism and wine tourism settings, with limited attention to its implications for cultural institutions or events (Oh et al., 2007; Kastenholz et al., 2017; Brzovska et al., 2020; Quadri-Felitti and Fiore, 2012; Mehmetoglu and Engen, 2011; Manthiou et al., 2011; Manthiou et al., 2014). By identifying which dimensions have the most significant impact on arousal and loyalty, businesses can optimize their experiential offerings better to meet the needs and preferences of their target audience. This research provides valuable insights for marketers and businesses aiming to create engaging experiences that enhance arousal and drive customer loyalty in cultural institutions.