Vol. 60 No. 2 (2026)

Papers

• The concept and measurement of brand pride

  Anita Kéri

  4-15

  • PDF (Magyar)

• Consumer segments based on attitudes towards artificial intelligence

  László Molnár, Kata Horváth

  16-33

  • PDF (Magyar)

• Analysis of the Impact of Brand Identity Elements in Bank Advertisements on Attention Using Eye-Tracking

  Nóra Julianna Gombos, Dalma Geszten, Szilvia Bíró-Szigeti

  34-52

  • PDF (Magyar)

• Exploring attitudes towards targeted online advertising through in-depth interviews

  Beáta Sikó

  53-63

  • PDF (Magyar)

• The concept of situational leadership in project management Results of a pilot study

  Gabriella Cserháti, Dzsesszika Schimmer

  64-74

  • PDF (Magyar)

• “Show me the money!”: Esports betting behaviour of Gen Z: antecedents, motivations and marketing exposure

  Molnár László, Halász Éva Angéla, Uhrin Dávid

  75-85

  • PDF