Branding, Communication and Customer Engagement

1 October 2026 | 13:30–15:30
Room: MC-122

Session Chair: Petra Platz
Co-Chair: Alžbeta Kiráľová
Secretary: Zsófia Árvai

Papers presented in this session

ABSTRACT ID 8

The Hunger Paradox: Deconstructing the Psychological and Sociocultural Drivers of Food Choice

Péter Huszka; Petra Platz

ABSTRACT ID 59

Place, Identity and Experience: Storytelling Structures in Tourism Business Narratives

Gyöngyi Kovács; Ledianë Durmishi

ABSTRACT ID 128

An Analysis of Truffle Consumer Behavior in the Hungarian Market from the Growers’ Perspective

Zsuzsanna Jambori; Éva Bednarik

ABSTRACT ID 131

Anthropomorphic Chatbots in Service Recovery: A Systematic Literature Review Through the Lens of the GAP Model, with Evidence from Jordanian Service Sectors

Ahmad Elhafez; Dhia qasem; Hamza Alnabelsi

ABSTRACT ID 148

Brand Attitudes and Perceptions among Younger Generations

Viktor Tamás Takács; László Józsa

ABSTRACT ID 150

Brand Reputation in Digital Environments: A Cross-Cultural Exploratory Study of Generation Z in China and the Czech Republic

Alžbeta Kiráľová

ABSTRACT ID 154

Psychology of Sustainable Beauty: How Green Perceived Value Drives Green Purchase Intentions Among Educated Urban Consumers in Bangladesh

Sandy Peris; Prasun Das Gupta; Syed Fazal; Jewel Kumar Roy; Kamisah Supian; Khan Sarfaraz Ali

ABSTRACT ID 167

More Than Influence: How Parasocial Relationships Amplify Behavioral Biases

Blanka Szecsei

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