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  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.

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  LIDL'S BUSINESS MODEL FOR SUSTAINABLE INTERNATIONAL DEVELOPMENT

  The sustainable development of international retail chains is of key importance for their effective functioning in different markets. This report examines Lidl as an international chain operating in the field of trade, with a focus on its sustainable development. The purpose of the study is to provide recommendations for improving the sustainable ... The sustainable development of international retail chains is of key importance for their effective functioning in different markets. This report examines Lidl as an international chain operating in the field of trade, with a focus on its sustainable development. The purpose of the study is to provide recommendations for improving the sustainable development of the chain in Bulgaria.

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  THE IMPACT OF GEOPOLITICAL RISK AND LIRA DEFLATION ON INVESTMENT DECISIONS IN TURKEY

  This study investigates the influence of geopolitical risk and lira deflation on investment decision-making in Turkey, a country characterized by regional tensions and economic volatility. Drawing upon Institutional Theory and using a quantitative approach, the research explores investor preferences across four major asset classes: stocks, ... This study investigates the influence of geopolitical risk and lira deflation on investment decision-making in Turkey, a country characterized by regional tensions and economic volatility. Drawing upon Institutional Theory and using a quantitative approach, the research explores investor preferences across four major asset classes: stocks, deposits, real estate, and gold. A structured questionnaire distributed to 212 respondents provided data analyzed through SPSS, highlighting statistically significant relationships between geopolitical and currency factors and investment behaviors. The findings contribute to understanding investment behavior under macroeconomic uncertainty, offering implications for policymakers and investors.