Sigitas Urbonavicius

Sigitas Urbonavicius
Vilnius University · Department of Marketing

Professor

About

76
Publications
116,968
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
350
Citations
Introduction
Sigitas Urbonavicius currently works at the Department of Marketing, Vilnius University.
Additional affiliations
October 2007 - present
Vilnius University
Position
  • Professor

Publications

Publications (76)
Article
Full-text available
The article analyses how managers of companies see the importance of the overall marketing function as the importance of certain types of marketing activities. These types include typical areas of 4 Ps as well as marketing planning and marketing research activities. The research is based on a survey of 205 managers of primarily manufacturing and tr...
Article
Charity donation is an important prosocial behaviour that is often generated/strengthened by emotional stimuli from advertising. A similar strategy is often used to trigger the purchase of cause‐related products. The two activities represent direct and indirect methods of financial support and are important topics for researchers and practitioners....
Article
Full-text available
Chernobyl is a very special case among the dark tourism destinations due to the combined technogenic and historical issues, drastic damages to the local nature and remaining elements of the potential danger to visitors in the exclusion zone. Because of this complexity, motivations to visit this destination deserve a thorough investigation from acad...
Article
The trend toward personalized offers in online marketing requires buyers to disclose personal data. Buyers express low willingness to do this while buying online, though many are involved in social networking where sharing personal facts is routine. This study approaches this from the position of Social Exchange Theory (SET), positioning social net...
Article
Full-text available
Despite important strides made in the business model literature, substantially less is known regarding its constituent sub-concept of business model innovation (BMI). In particular, the role and dynamics of different stakeholders’ BMI-related engagement remain nebulous, as therefore explored in this paper. Moreover, though business models are recog...
Article
Full-text available
Purpose: This study aims to explore how brand personality (BP) traits and the congruence between consumer personality (CP) and BP affect emotional loyalty to two types of brands. Design/Methodology/Approach:The research was conducted using an online questionnaire on a sample of 287 respondents from Lithuania. The questionnaire included Aaker's Bra...
Article
Full-text available
Prior research has established the key impact of customers' Big Five personality traits (e.g., agreeableness/conscientiousness) on their brand engagement, suggesting that individuals exhibiting differing personality traits engage differently with brands. In parallel, extending influential customer engagement research, stakeholder engagement, which...
Article
Full-text available
The issue of trust-based personal data disclosure online remains of high importance both in social networking and online purchasing. Additionally, social networking is linked with a controversial factor of conspiracy beliefs that recently received attention because of Covid-19 pandemic. Conspiracy beliefs trigger activities online, but generate hes...
Conference Paper
Full-text available
Extensive use of consumer data requires to link it with consumer behaviours in online buying over time. This is achievable when buyers are registered to online stores, since registration asks for a set of data and for the important permissions in regards to its use. The mechanism of the willingness to disclose personal data while registering to onl...
Article
Full-text available
The study investigates a possibility of multidimensionality of a construct of willingness to disclose personal information (WTD). Willingness or unwillingness to disclose personal information has been a widely studied phenomenon as personal data is becoming increasingly important for many industries including marketing. Most of these studies treat...
Article
Online learning is a powerful option for professional development in various careers, including marketing. However, massive open online courses (MOOCs) tend to face an issue of course dropouts, and this cannot only be attributed to factors like course content or value. Social interactions among students and interest-generating elements of MOOCs are...
Article
Purpose – The aim of this study is to assess the direct and indirect impact of the prominence dimensions of fit between a brand and a cause on consumer intentions to purchase cause-related products by considering cases with more versus less positive attitudes towards a brand and a higher versus lower social cause affinity. Design/methodology/approa...
Conference Paper
Full-text available
E-shopping is an increasingly important way of purchasing among all age groups. However, buying online requires disclosing certain personal data which might be sensitive, especially – to older people. This is linked with their lower confidence in online technologies resulting in some degree of cyber fear. Indirectly, it makes older people rely on l...
Conference Paper
Full-text available
Consumer data help marketers in developing analytical insights in order to create targeted value propositions and individualized services. However, this is partly hampered by consumer hesitation to disclose personal information, which includes new aspects in the context of the GDPR implementation. This requires to analyse dispositional factors and...
Article
Full-text available
The paper aims to explore the ways social media use is linked with paranoia, and how they influence buyers’ attitudes and intentions in online shopping, thus shaping overall consumer behaviour. The theoretical analysis suggests that paranoia, being influenced by social media use, plays a noticeable role in the process of online shopping. The main a...
Article
Purpose The purpose of this paper is to empirically assess and compare motivations and moderating factors that influence intention to provide accommodation in two countries, which are different in terms of their culture and IT infrastructure development. Design/methodology/approach Empirical analysis on the basis of 396 valid questionnaires from t...
Article
Full-text available
The article concentrates on the delineation between children’s participation and children’s influence in a family purchasing process. Lack of clarity between the two concepts results in misconceptions, inconsistencies, or even conflicting findings across studies. This study addresses the issue from theoretical and methodological perspectives. Takin...
Chapter
Rapid development of digital technologies not only opens numerous possibilities to individuals in the whole world but also creates premises for the digital piracy. Though being a worldwide phenomenon, digital piracy seems to be of special importance in the case of emerging markets.
Article
Purpose Movie piracy is triggered by the release delay of new movies in various countries, especially if novelty awareness is considered an asset among peers. Therefore, novelty seeking becomes a relevant factor in the illegal downloading of movies, especially among a younger population that has a higher propensity to novelty seeking. The purpose o...
Conference Paper
The purpose of this paper is to explore the ways how paranoia influences online consumer behaviour. The undertaken literature analysis suggests the existence of paranoia in non-clinical population and its impact on factors linked to purchasing online: perceived privacy, cyber-fear, computer competence, social media use integration, attitude towards...
Conference Paper
The study analyses how a set of factors influences webrooming intention – a type of buyer behaviour that increasingly occurs in multichannel environment. Based on theoretical analysis, need for touch, anticipated regret, uncertainty avoidance and internet mavenism have been identified as factors are important in webrooming apparel products. Analysi...
Article
Tourist motivations are typically grouped into push and pull categories, and this classification is helpful for numerous analytical purposes. The objective of this study is to analyze how push and pull motivations are related with tourist activities in a destination country. Typically, pull motivations trigger tourist involvement in activities that...
Article
Full-text available
Purpose – The paper analyzes push and pull motivations of senior travelers who have experienced externally imposed travel restrictions earlier in life. Design/Methodology/Approach – This study is designed to measure push and pull factors of senior travelers, together with positive and negative eff ects among the respondents who have experienced tra...
Article
Full-text available
Cause-related marketing uniquely integrates business objectives with social causes, thus simultaneously satisfying usual consumer needs and moral considerations to support social campaigns. As cause-related marketing (CRM) becomes more prevalent, companies will need to be more effective and efficient in launching cause-related marketing campaigns....
Article
Full-text available
This paper aims to add to scientific and managerial knowledge about the intersection between a buyer and salesperson based on judgments of buyers about salespeople on the visual information cues. Respondents evaluated credibility of salespeople who differed in their gender and age. These demographic parameters affected the perceived professional an...
Article
Full-text available
The aim of this paper is to present a developed theoretical model that aims to measure the effect of moral identity on consumer choice between the buying cause-related products versus the donating for charity.
Chapter
In the field of consumer research, religiosity is found to result in significant consumer behavior differences between those of different religious affiliations or levels of religiosity (e.g. Hirschman 1981, 1982, 1983; LaBarbera and Gurhan 1997; Essoo and Dibb 2004). While where there is a number of definitions of religiosity (for measurement issu...
Article
Full-text available
In the context of marketing, children are considered to be increasingly important influencers of parents’ purchasing decisions. However, their influence varies depending on the products and cultures, and many particularities of this phenomenon remain under-researched. This is especially true in regard to the countries that are categorized as “emerg...
Conference Paper
It is well acknowledged that children influence purchasing decisions within a family, and this influence is widely observable in societies of various types. However, there are some ‘grey zones’ that require additional exploration. Just a modest number of researchers have been interested in the analysis of the child’s influence or participation in v...
Article
Full-text available
SPENDING AND SAVING PATTERNS OF TWO CONSUMER AGE GROUPS DURING ECONOMIC DOWNTURN AND RECOVERY OF 2009–2011 IN LITHUANIA Indrė Pikturnienė, Sigitas Urbonavičius Vilnius University, Lithuania Abstract. Purpose. The purpose of the paper is to summarise and present differences in spending patterns between the two age groups (19–26 and 40–68) during t...
Article
Full-text available
The article analyses relation between subjective wellbeing (SWB) expressed as general satisfaction with life and its possible micro level determinants. Many studies have been published that relate macro level determinants (such as GDP or unemployment level) with aggregated national level of SWB. There is a vast amount of economic literature which a...
Article
Full-text available
One way of analysing market offers is based on the evaluation of product elements from the position of potential consumers. Food supplements product category is rather specific and has not been much researched. Therefore, the objective of the paper is to determine which elements of food supplements are perceived as more important by the consumers a...
Conference Paper
Full-text available
In the complex business environment companies seek for new forms of successful operations, where innovations become very important success factor for business development. However, innovative activities might affect financial performance of a company in two ways: by increasing expenditure for required investments and by increasing income due to inf...
Article
Full-text available
In the context of globalization, consumers in majority of countries are increasingly exposed to products from foreign countries as well as have direct experience of visiting these countries. Personal experience with a country influences one's perception about a country as well as its products. The mechanism of this influence is complex and still ev...
Article
Full-text available
When making a purchasing decision, the buyer considers a set of product attributes, which typi-cally includes such aspects as product quality, price, packaging, etc. Changes in cultural trends influence this set, making buyers consider additional attributes of the products. For instance, "green consumers" movements and growing concerns about health...
Article
Full-text available
In the face of economic crisis, the majority of consumers have to reconsider their consumption habits and reallocate budgets. Consumers exhibit different emotional responses towards new economic conditions and modify consumption of goods and services. We propose a model that outlines how consumer income and price level perceptions and expectations...
Article
Full-text available
In the paper, relation between GDP and subjective well-being, expressed as personal life satisfaction is analyzed. On the basis of the European Union data from 2000 to 2009, the so-called Easterlin’s paradox, which claims that life satisfaction stays flat in face of the increasing wealth of nations, is tested. The test is carried out using aggregat...
Article
Full-text available
The majority of academics and practitioners agree that the international activities of companies are very important for the companies themselves as well as for their countries. However, only a rather small part of Lithuanian companies sell their products abroad. Export is influenced by a number of factors, all of which can be grouped into three cat...
Article
Full-text available
Abstract During the last two decades numerous societies have experienced major political, economic and social transformations. Many of them resulted in splitting of the former states and formation of new political units. New countries often emerged or re-emerged after the breakdown of the multinational political entities that had been founded on ce...
Article
Full-text available
Abstract The role and importance of various marketing activities within a company is a function of numerous internal and external factors, including those that are typical of transitional economies. These factors are integrated and shaped by managerial perceptions about their overall importance and suitability at a specific moment. Authors analyze...
Article
Globalization is raising the country-if-origin importance question in the new light. It seems that the importance of country-of-origin (COO) factor has to go down, since both manufacturing and purchasing processes are under influence of overall globalization. In addition to this, many globally offered brands may be no longer associated with a speci...
Article
Full-text available
Foreign Direct Investment (FDI) in to the 10 counties of Lithuania is analyzed for the first time using new regional data now available for this small transition economy. At the county level, Lithuania appears to be exhibiting export led growth which is increasing business and household incomes despite a substantial number of workers leaving the co...
Article
Full-text available
Automobile is a high-involvement product that typically requires significant buyer’s attention when purchased. It is typical that country of origin (COO) of a purchased car is considered among other product characteristics. hough COO concept is analysed for decades, many factors allow to explore this issue again. First, globalization factors influe...
Article
Full-text available
The article analyzes how top managers of companies see importance of marketing function as well as certain types of marketing activities. These types include typical areas of 4 P’s as well as marketing planning and market-ing research activities. The research is based on survey of 144 top level managers of companies that operate in Lithuania.Manage...
Article
Full-text available
In the intensely competitive retailing sector of the new EU accession countries, retailers often compete on the basis of diversification or high growth. With high growth, discount pricing is the key. As new member countries often have households with a low purchasing power, price-based competition is widespread. However, as these economies grow, re...
Article
Full-text available
Rapid development of a retailing sector and the emergence of multiple retailers (also called chain stores or chains of stores) significantly increased the power of retailers over other members of products distribution channels. Large retailers, and especially chain stores become more and more independent from manufacturers and suppliers, take over...
Article
Rapid development of a retailing sector and the emergence of multiple retailers (also called chain stores or chains of stores) significantly increased the power of retailers over other members of products distribution channels. Large retailers, and especially chain stores become more and more independent from manufacturers and suppliers, take over...
Article
The article concentrates on measuring levels of marketing orientation of companies and relationship of this level with manager-related factors. Specifically, such factors as personality traits, manager's needs at work (motivation), leadership style, conflict-solving style and source of power are analysed. Analysis is performed by using interdiscipl...
Article
Full-text available
Intense competition in retailing sector requires searching for new and more effective tools of competing with rivals. One of the possible ways seems to go through applying positioning concept in retailing. Positioning in retailing refers to strategy for development of a desirable image, which would help to differentiate a retail company and move aw...
Article
Full-text available
The sector of small and medium enterprises (SMEs) is important to the Lithuanian economy and its social development. However, small and medium enterprises are rather vulnerable due to their limited resources and other specific characteristics. Therefore they often are supported by governmental and international organisations. Many support programs...
Article
The article analyses processes of ISO quality system implementation in small and medium size companies in the new EU member countries. Being a managerial standard by its definition, ISO is important for companies not only in improving their management system an upgrading/sustaining quality of the output. As an internationally recognised and certifi...
Article
Full-text available
The role of small and medium enterprises (SMEs) is very important in every European country. At the same time, there are numerous barriers that limit SME possibili-ties to grow. The variety of these barriers is rather big, and the number of offered solutions is also large. This article concentrates just on one of them: use of professional assis-tan...
Article
Full-text available
Sigitas Urbonavičius, Gindra Kasnauskienė Vilniaus universitetas Saulėtekio al. 9, LT-01513, Vilnius Though the general approach of psychographic seg-mentation was developed and significantly elaborated a few decades ago, there are numerous further research possibilities in this area. Typically, current researchers concentrate on more specific audi...
Article
Full-text available
ABSTRACT. The article analyses how managers of companies choose various types of business consulting services responding to the external conditions, summarised as a phase of the economy development. The analysis is based on the research of the three transition economies (Lithuania, Latvia and Estonia) and covers a 9-year period. Based on analysis o...
Article
Full-text available
Abstract. The paper analyses the effects of ISO system implementation and certification. It covers aspects that are internal (managerial, personnel related) and external (mainly – marketing and sales related). Since there are differences between ISO system implementation motivations and actual benefits after its implementation, these two are analys...
Article
Full-text available
The paper analyses the effects of ISO system implementation and certification. It separately reviews motivations to implement ISO system and benefits after the system implementation. The authors analyse motivations and benefits that are internal (managerial) and external (mainly — marketing type). The analysis is performed on the basis of the surve...
Article
Full-text available
The paper analyses the effects of ISO system implementation and certification. It separately reviews motivations to implement ISO system and benefits after the system implementation. The authors analyse motivations and benefits that are internal (managerial) and external (mainly - marketing type). The analysis is performed on the basis of the surve...
Article
Full-text available
Straipsnyje teoriniais aspektais nagrinėjami mažmeninės prekybos įmonių konkurencinės situacijos pokyčiai Lietuvos integracijos į Europos Sąjungą (toliau ES) iššūkių kontekstu. Aptariama mažmeninės prekybos įmonių marketingo komplekso veiksnių ir konkurencijos kainos pagrindu specifika.Nagrinėjami pozicionavimo strategijos naudojimo mažmeninėje pre...
Article
Full-text available
Straipsnyje nagrinėjamas smulkių ir vidutinių įmonių (SVĮ) įsijungimo į globalius procesus mechanizmas. Atskleidžiamas tiekimo grandinės vaidmuo ir jos įtaka SVĮ. Akcentuojamas šios įtakos vaidmuo tobulinant SVĮ veiklą, didžiausią dėmesį skiriant globalių partnerių paskatintam verslo konsultacijų naudojimui SVĮ veikloje.

Network

Cited By