The Hungarian Journal of Marketing and Management

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Call for Papers for a Special Issue of The Hungarian Journal of Marketing and Management: Small Firms in an Era of Permanent Transformation

2026-04-14

Read more about Call for Papers for a Special Issue of The Hungarian Journal of Marketing and Management: Small Firms in an Era of Permanent Transformation

Current Issue

Vol. 60 No. Különszám 1. EMOK (2026)

View Vol. 60 No. Különszám 1. EMOK (2026)

Published: 2026-06-16

Full Issue

PDF (Magyar)

Preface

Előszó

Szilvia Bíró-Szigeti, Zsuzsanna Szalkai

4
- PDF (Magyar)

Papers

Changes in Consumer Attitudes and Shopping Habits During the Inflation Crisis 2022–2023 in Hungary

Éva Pólya, Zoltán Máté, Titanilla Oravecz

5-14
- PDF (Magyar)
The role of self-congruity in the visual processing of hedonic and utilitarian attributes with eye-tracking

Tünde Szász, Erika Hlédik

15-26
- PDF (Magyar)
The Eyes are the Window of the Soul (and UX)? – Pupil Size as a Potential Indicator of Emotional Responses in UX Research

Erika Lázár, Renáta Tímea Varga, Péter Németh, Krisztián Szűcs

27-40
- PDF (Magyar)
Tracing the Years: the Time Horizon of Medication Adherence

Zsuzsanna Kun, Judit Simon

41-51
- PDF (Magyar)
Environmental Awareness in Three Dimensions: the Role of Social Values, Ecological Beliefs, and Personal Commitment in Consumer Behavior

Nikolett Gyurián Nagy

52-62
- PDF (Magyar)
Human or Machine? Evaluation and Choice Patterns of AI-Generated and Human-Created Campaign Visuals

Stefan Kovács, István Veres, Szilvia Bíró-Szigeti

63-76
- PDF (Magyar)
How Do We Use Ai? Exploring AI Usage Patterns and Attitudes Among Marketing Educators in Hungary

Zsófia Kenesei, Tamás Iványi, Sándor Huszár, László Csóka

77-87
- PDF (Magyar)
Factors influencing movie consumption behavior: a brief systematic literature review

Bianka Vas

88-97
- PDF (Magyar)

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