More titles

• 

  APPLICATION OF GESTALT PRINCIPLES IN THE DESIGN OF VISUAL MARKETING CAMPAIGNS

  This study investigates the application and effectiveness of gestalt principles (proximity, similarity, closure, continuity, figure-ground) in the design of visual marketing campaigns. The main objective is to determine whether their application leads to improved visual perception and increased consumer engagement compared to designs that do not ... This study investigates the application and effectiveness of gestalt principles (proximity, similarity, closure, continuity, figure-ground) in the design of visual marketing campaigns. The main objective is to determine whether their application leads to improved visual perception and increased consumer engagement compared to designs that do not follow them. For this purpose, a quantitative study was conducted in which two groups of respondents evaluated two different advertising poster designs � one developed according to gestalt principles and the other not. Five dependent variables were measured: perception of gestalt principles, comparative evaluation against competitors, overall aesthetic appraisal, emotional response, and purchase intention. Results from one-way ANOVA analyses show statistically significant differences (p < 0.05) in favor of the gestalt design across all measured variables. It was rated as more structured, aesthetically pleasing, evoked more positive emotions, and stimulated stronger purchase intention. The study confirms that applying gestalt principles is an effective strategy for enhancing visual impact and consumer engagement in marketing campaigns. The results have practical applications for marketers and designers in creating more effective visual communications.

• 

  IMPACT OF SUSTAINABLE PRACTICES ON EMPLOYEE WELL-BEING IN THE INTERNATIONAL BUSINESS ENVIRONMENT

  This scientific report examines the relationship between sustainable organizational practices and employee well-being, emphasizing the role of sustainability in fostering a positive work environment. The theoretical section summarizes contemporary concepts of employee well-being, as well as models of sustainable leadership and corporate social ... This scientific report examines the relationship between sustainable organizational practices and employee well-being, emphasizing the role of sustainability in fostering a positive work environment. The theoretical section summarizes contemporary concepts of employee well-being, as well as models of sustainable leadership and corporate social responsibility, highlighting the interconnection between organizational sustainability and internal employee motivation. The importance of sustainability as a strategic tool in human resource management is underlined, particularly in an international context where companies strive to balance business performance with social responsibility. The study was conducted through an online survey and identified key trends in employees' attitudes toward the effects of sustainability on their well-being. The results indicate that sustainable practices are perceived as a factor contributing to a pleasant and morally satisfying work environment, though they do not always lead to increased motivation or engagement. The article offers valuable insights for international companies seeking to improve their internal climate, build a positive corporate identity, and retain employees through authentic sustainability policies.

• 

  INNOVATION � A FACTOR FOR SUSTAINABILITY OF INTERNATIONAL COMPANIES

  In the modern conditions of economic globalization and increased competition, the role of innovation is increasing as a factor in increasing the competitiveness and sustainable development of business organizations. International companies, having the advantage of greater resources � financial, material and human � at their disposal, can implement ... In the modern conditions of economic globalization and increased competition, the role of innovation is increasing as a factor in increasing the competitiveness and sustainable development of business organizations. International companies, having the advantage of greater resources � financial, material and human � at their disposal, can implement different types of innovations � technological, product, marketing, organizational and socially responsible, in order to adapt quickly to dynamic changes in the economy and society, and to develop sustainably. The aim of this article is to theoretically and empirically investigate the implementation of innovations in international companies as a factor for their sustainability, based on a specific example of a multinational company. The research methodology includes scientific research approaches and methods, such as: analysis and synthesis, content analysis, historical method, case study method, observation method.