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Dr Beata Šeinauskienė is an Associate Professor in Marketing at Kaunas University of Technology, School of Economics and Business. Her recent research interests focus on the effect of cognitive coping strategies on consumer materialism. Beata Šeinauskienė regularly participates in international scientific conferences and internships. Her membership at EMAC, AMA, and AIB allows interacting with academic scholars and practitioners in the field of marketing. She has been leading an interdisciplinary research group that focuses on the subject of consumer materialism since 2016. She serves as a reviewer for AMA, AIB CEE, EURAM, EMAC regional conferences and international scientific journals.
The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.
Kristina Petravičiūtė; Beata Šeinauskiené; Aušra Rūtelionė; Krzysztof Krukowski. Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity. Sustainability 2021, 13, 6912 .
AMA StyleKristina Petravičiūtė, Beata Šeinauskiené, Aušra Rūtelionė, Krzysztof Krukowski. Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity. Sustainability. 2021; 13 (12):6912.
Chicago/Turabian StyleKristina Petravičiūtė; Beata Šeinauskiené; Aušra Rūtelionė; Krzysztof Krukowski. 2021. "Linking Luxury Brand Perceived Value, Brand Attachment, and Purchase Intention: The Role of Consumer Vanity." Sustainability 13, no. 12: 6912.
Daiva Beniulytė; Beata Šeinauskienė; Aušra Rūtelionė. Perceived influence of corporate social responsibility on consumer loyalty: the role of ethical ideology. Entrepreneurship and Sustainability Issues 2020, 8, 291 -300.
AMA StyleDaiva Beniulytė, Beata Šeinauskienė, Aušra Rūtelionė. Perceived influence of corporate social responsibility on consumer loyalty: the role of ethical ideology. Entrepreneurship and Sustainability Issues. 2020; 8 (1):291-300.
Chicago/Turabian StyleDaiva Beniulytė; Beata Šeinauskienė; Aušra Rūtelionė. 2020. "Perceived influence of corporate social responsibility on consumer loyalty: the role of ethical ideology." Entrepreneurship and Sustainability Issues 8, no. 1: 291-300.
Organisations adhere to the templates of organising by adopting a coherent set of strategic priorities and organising practices with expectation of developing certain performance capabilities. The most prevalent templates of organising for manufacturing organisations are Lean and Agile templates. However, recent advances in digital technologies provide a fertile context for the emergence of new organisation templates. There is broad agreement that digital technologies facilitate the development of service innovations in manufacturing organisations. However, it is still not confirmed whether service-oriented templates are used with any degree of regularity among manufacturing firms. The clustering of the performance dimensions of service, cost, flexibility, and digitalisation of manufacturing organisations enables us to identify the following three types of organisations: Lean, Agile and Service-oriented performers. Our results show that adherence to a Lean template does not provide a competitive advantage regarding the cost performance dimension. Adherence to an Agile template provides a marginal competitive advantage regarding the flexibility performance dimension. Finally, adherence to a Service-oriented template provides a considerable competitive advantage regarding the service performance.
Mantas Vilkas; Rimantas Rauleckas; Beata Šeinauskienė; Aušra Rutelionė. Lean, Agile and Service-oriented performers: templates of organising in a global production field. Total Quality Management & Business Excellence 2019, 32, 1122 -1146.
AMA StyleMantas Vilkas, Rimantas Rauleckas, Beata Šeinauskienė, Aušra Rutelionė. Lean, Agile and Service-oriented performers: templates of organising in a global production field. Total Quality Management & Business Excellence. 2019; 32 (9-10):1122-1146.
Chicago/Turabian StyleMantas Vilkas; Rimantas Rauleckas; Beata Šeinauskienė; Aušra Rutelionė. 2019. "Lean, Agile and Service-oriented performers: templates of organising in a global production field." Total Quality Management & Business Excellence 32, no. 9-10: 1122-1146.
Ilan Alon; Regina Virvilaite; Beata Seinauskiene. Psychic distance, marketing strategy adaptation and export performance: the role of international experience. European J. of International Management 2019, 1, 1 .
AMA StyleIlan Alon, Regina Virvilaite, Beata Seinauskiene. Psychic distance, marketing strategy adaptation and export performance: the role of international experience. European J. of International Management. 2019; 1 (1):1.
Chicago/Turabian StyleIlan Alon; Regina Virvilaite; Beata Seinauskiene. 2019. "Psychic distance, marketing strategy adaptation and export performance: the role of international experience." European J. of International Management 1, no. 1: 1.
The findings of the research are consistent and demonstrating the negative relationship between materialism and well-being. The literature also suggests that materialism is one of the main predictors of the impulse buying. It should also be noted that though the relationship of materialism and subjective well-being has been extensively explored, the ambiguity with respect to the directionality of the relationship still prevails in the literature. Subjective well-being recently becomes the subject of interest of scientists from different fields. However, the relationship of well-being with consumer buying behavior received scarce attention. In particular the effect of happiness (well-being) on consumers’ tendency toward impulsive buying behavior, except of some attempts, has been nearly left unaddressed. This study attempts to explain the underlying mechanism of the relationship of subjective well-being and inclination toward impulsive buying behavior. We hypothesize that subjective well-being affects propensity toward impulse buying indirectly through the presence of the materialism. Lower levels of well-being increase materialism that in turn leads to higher levels of impulsive buying tendency. The results of the survey by applying the path analysis (regression based mediation) support the assumption of the indirect well-being-impulsive buying tendency link, mediated by the level of materialism.DOI: http://dx.doi.org/10.5755/j01.ee.27.5.13830
Beata Šeinauskienė; Jūratė Maščinskienė; Indrė Petrikė; Aušra Rūtelionė. Materialism as the Mediator of the Association between Subjective Well-being and Impulsive Buying Tendency. Engineering Economics 2016, 27, 1 .
AMA StyleBeata Šeinauskienė, Jūratė Maščinskienė, Indrė Petrikė, Aušra Rūtelionė. Materialism as the Mediator of the Association between Subjective Well-being and Impulsive Buying Tendency. Engineering Economics. 2016; 27 (5):1.
Chicago/Turabian StyleBeata Šeinauskienė; Jūratė Maščinskienė; Indrė Petrikė; Aušra Rūtelionė. 2016. "Materialism as the Mediator of the Association between Subjective Well-being and Impulsive Buying Tendency." Engineering Economics 27, no. 5: 1.
The influence of the export marketing strategy on export performance by assessment of such contextual factors as generic competitive strategies is considered to be under researched. Generic competitive strategies are recognized as fragmentary referred and the least investigated factors which only recently attracted the attention of individual scientists. The research problem is conveyed in the form of the following question: how does the fit between export marketing strategy and competitive strategy affect export performance? Lithuanian companies which operate in the sector of milk and meat processing and export their products were chosen for the empirical verification. Multiple regression analysis (moderated regression and mediation—path analysis) was used to test the hypotheses. The results of the survey revealed that only the distribution adaptation significantly mediates the relationship between cost leadership and export performance. The decrease of cost leadership manifestation level is associated with a higher degree of distribution adaptation that in turn leads to increased export performance. Moderation perspective disclosed that when the level of cost leadership manifestation is low, a higher degree of distribution adaptation significantly determines better export performance.
Regina Virvilaitė; Beata Šeinauskienė. The Influence of the Fit of Export Marketing Strategy and Competitive Strategy on Export Performance from Mediation and Moderation Perspectives. Financial Environment and Business Development 2016, 449 -465.
AMA StyleRegina Virvilaitė, Beata Šeinauskienė. The Influence of the Fit of Export Marketing Strategy and Competitive Strategy on Export Performance from Mediation and Moderation Perspectives. Financial Environment and Business Development. 2016; ():449-465.
Chicago/Turabian StyleRegina Virvilaitė; Beata Šeinauskienė. 2016. "The Influence of the Fit of Export Marketing Strategy and Competitive Strategy on Export Performance from Mediation and Moderation Perspectives." Financial Environment and Business Development , no. : 449-465.
The concept of happiness has been extensively studied in psychology but has received limited attention in the marketing field as the antecedent of the consumer behaviour aspects such as impulse buying and brand loyalty. This research considers the effect of happiness on impulse buying and brand loyalty and examines how brand loyalty affects impulse buying. The regression analysis was used to assess the assumed effects. The assumption of the existence of the relationship between happiness, impulsive buying and brand loyalty was not supported, revealing that this phenomenon still requires further scientific attention. Contrary to the predictions the brand loyalty was positively related to the affective aspect of impulsive buying tendency. This study contributes to the understanding of the reasons for the brand loyalty and impulse buying, where the latter is associated with negative outcomes with respect to the individual.
Beata Šeinauskienė; Jūratė Maščinskienė; Indrė Jucaitytė. The Relationship of Happiness, Impulse Buying and Brand Loyalty. Procedia - Social and Behavioral Sciences 2015, 213, 687 -693.
AMA StyleBeata Šeinauskienė, Jūratė Maščinskienė, Indrė Jucaitytė. The Relationship of Happiness, Impulse Buying and Brand Loyalty. Procedia - Social and Behavioral Sciences. 2015; 213 ():687-693.
Chicago/Turabian StyleBeata Šeinauskienė; Jūratė Maščinskienė; Indrė Jucaitytė. 2015. "The Relationship of Happiness, Impulse Buying and Brand Loyalty." Procedia - Social and Behavioral Sciences 213, no. : 687-693.
Contradictory explanations of the relation between the psychic distance and export performance may have been conditioned by the ambiguous conceptualization of psychic distance. Greater familiarity determined by international experience implies an adequate evaluation. Therefore, it could be claimed that greater international experience should lead to a smaller gap between perceived psychic distance and actual differences between countries. Consequently, the authors of the article suppose that a meaningful explanation of the influence of psychic distance on export performance is possible only after the moderating effect of international experience has been estimated. The findings of moderated regression provide evidence of the export intensity moderating effect on the psychic distance and export performance (export sales growth, export sales volume) relationship.
Regina Virvilaitė; Beata Šeinauskienė. The Influence of Psychic Distance on Export Performance: The Moderating Effects of International Experience. Procedia - Social and Behavioral Sciences 2015, 213, 665 -670.
AMA StyleRegina Virvilaitė, Beata Šeinauskienė. The Influence of Psychic Distance on Export Performance: The Moderating Effects of International Experience. Procedia - Social and Behavioral Sciences. 2015; 213 ():665-670.
Chicago/Turabian StyleRegina Virvilaitė; Beata Šeinauskienė. 2015. "The Influence of Psychic Distance on Export Performance: The Moderating Effects of International Experience." Procedia - Social and Behavioral Sciences 213, no. : 665-670.
Recent empirical findings indicate that psychic distance is positively associated with export marketing strategy adaptation. Also it is assumed that psychic distance may have a greater impact on the SME because such firms probably lack internal resources to reduce psychic distance in terms of obtaining relevant information. The review of the literature indicates that adaptation requires a higher degree of resources and that there is a strong link between the level of international competence and the degree of adaptation. However, smaller sized firms are usually associated with a smaller amount of available resources. Thus, the impact of psychic distance on the choice of export marketing strategy and its performance outcomes is likely to be contingent on the internal resources and international experience.The aim of the article is to develop a conceptual framework depicting the relationship between psychic distance, export marketing strategy and performance outcomes in the case of SME.DOI: http://dx.doi.org/10.5755/j01.em.18.4.5714
Regina Virvilaite; Beata Seinauskiene. HOW DOES PSYCHIC DISTANCE IMPACT EXPORT MARKETING STRATEGY AND ITS PERFORMANCE: CONCEPTUAL INSIGHTS. ECONOMICS AND MANAGEMENT 2014, 18, 769-777 .
AMA StyleRegina Virvilaite, Beata Seinauskiene. HOW DOES PSYCHIC DISTANCE IMPACT EXPORT MARKETING STRATEGY AND ITS PERFORMANCE: CONCEPTUAL INSIGHTS. ECONOMICS AND MANAGEMENT. 2014; 18 (4):769-777.
Chicago/Turabian StyleRegina Virvilaite; Beata Seinauskiene. 2014. "HOW DOES PSYCHIC DISTANCE IMPACT EXPORT MARKETING STRATEGY AND ITS PERFORMANCE: CONCEPTUAL INSIGHTS." ECONOMICS AND MANAGEMENT 18, no. 4: 769-777.
Studies investigating the relationship of export marketing strategy standardization/adaptation and firm export performance recently emphasize the importance of internal factors. According to Schilke et al (2009) standardization must be explored in the relationship with the other relevant firm’s strategies that may have significant implications for the effect of standardization on performance. Schilke et al (2009) found that standardization is more important to performance when a cost leadership strategy is pursued. The findings of other studies (Aulakh et al, 2000) revealed that a cost leadership strategy has a stronger effect on export performance in developed country markets and that firms using a standardized approach in developed countries have lower performance than those adapting their marketing strategies. Other studies (Solberg, Durrieu, 2008) did not provided the empirical support for the existence of direct or indirect impact of competitive strategies through standardization on firm performance. Existing findings provide only limited and mixed results and controversy remains regarding the impact of competitive strategies on the relationship of standardization/adaptation and performance. The aim of the article – theoretically substantiate the conceptual framework depicting the link between the competitive strategies, export marketing strategy standardization/adaptation and export performance.DOI: http://dx.doi.org/10.5755/j01.em.17.3.2133
Regina Virvilaitė; Beata Šeinauskienė. KONKURAVIMO STRATEGIJŲ POVEIKIS EKSPORTO MARKETINGO STRATEGIJAI IR ĮMONĖS EKSPORTO VEIKLOS REZULTATAMS. ECONOMICS AND MANAGEMENT 2012, 17, 1124-1135 .
AMA StyleRegina Virvilaitė, Beata Šeinauskienė. KONKURAVIMO STRATEGIJŲ POVEIKIS EKSPORTO MARKETINGO STRATEGIJAI IR ĮMONĖS EKSPORTO VEIKLOS REZULTATAMS. ECONOMICS AND MANAGEMENT. 2012; 17 (3):1124-1135.
Chicago/Turabian StyleRegina Virvilaitė; Beata Šeinauskienė. 2012. "KONKURAVIMO STRATEGIJŲ POVEIKIS EKSPORTO MARKETINGO STRATEGIJAI IR ĮMONĖS EKSPORTO VEIKLOS REZULTATAMS." ECONOMICS AND MANAGEMENT 17, no. 3: 1124-1135.
Gediminas Dapkus; Indrė Jucaitytė; Beata Šeinauskienė; Regina Virvilaitė. Marketingo padalinio funkcijų vykdymo imitacinėse įmonėse metodiniai nurodymai. Marketingo padalinio funkcijų vykdymo imitacinėse įmonėse metodiniai nurodymai 2012, 1 .
AMA StyleGediminas Dapkus, Indrė Jucaitytė, Beata Šeinauskienė, Regina Virvilaitė. Marketingo padalinio funkcijų vykdymo imitacinėse įmonėse metodiniai nurodymai. Marketingo padalinio funkcijų vykdymo imitacinėse įmonėse metodiniai nurodymai. 2012; ():1.
Chicago/Turabian StyleGediminas Dapkus; Indrė Jucaitytė; Beata Šeinauskienė; Regina Virvilaitė. 2012. "Marketingo padalinio funkcijų vykdymo imitacinėse įmonėse metodiniai nurodymai." Marketingo padalinio funkcijų vykdymo imitacinėse įmonėse metodiniai nurodymai , no. : 1.
Most scientific studies concentrate on factors that impact the choice of a certain strategy, and they seek to identify forces that stimulate standardization or adaptation. But the validity of the choice of standardization or adaptation strategy is determined by its potential to improve company performance (Samie & Roth, 1992). Jain (1989) states that suitability of an international marketing strategy is confirmed by the strategy's influence on the company performance - economic and strategic benefit, received due to implementation of the chosen strategy.Although the factor of company's performance should be one of the most important ones when making the strategic decision of standardization/adaptation, according to scientists, this issue has been researched empirically the least, and results of performed research works are contradictory (Katsikeas, Samiee & Theodosiou, 2006). Therefore, the link between standardization/adaptation of international marketing strategy and company performance remain a topical object of the scientific research.The problem in this article is formulated with the help of the following ąuestion: is there any link between standardization/adaptation decisions of international marketing strategy and company performance?The aim of the article is to develop a theoretical model of the link between standardization/ adaptation decisions of international marketing strategy and company performance and to test it empirically. Seeking to realize the set task, research was performed using methods of systematic and comparative analysis of scientific literature. Empirical verification of the theoretical model was performed using the case analysis method.Identified internal organisational and external environmental factors, which limit standardization/ adaptation decisions of international marketing strategy, are presented in the article based on the analysis of scientific literature. Reviewing research of this subject, causality direction is analyzed and the link between standardization/adaptation decisions of international marketing strategy and company performance is substantiated. The performed analysis of scientific literature has shown that the link between standardization/ adaption and company performance is reciprocal and complicated; possibly it is influenced by other forces, such as Porter's (1980) generic strategies.Based on literature analysis a theoretical model of the link between standardization/adaptation decisions of international marketing strategy and company performance was composed. The model encompasses external and internal antecedent factors that condition the decision to standardize or adapt and outcomes of standardization/ adaption as well as the influence of the generic strategy on the standardization/ adaptation decisions of international marketing strategy and company performance. The model reveals that company performance may be not only the outcome of standardization/adaptation decisions, but also an antecedent of these decisions. The generic strategies have a direct and indirect (acting through the international marketing strategy) impact on company performance.Analysis of the case of LENZE Group revealed that applied standardization/ adaptation and cost leadership/differentiation strategies when they are adjusted do complement each other and their strategic goals are not confronting. This partially negates theoretical assumptions that adaptation is compatible with the differentiation strategy, and standardization is compatible with cost leadership strategy, and this reveals that other combinations of strategic decisions are also possible, conditioning the improvement of company performance.http://dx.doi.org/10.5755/j01.ee.22.1.223
Regina Virvilaite; Beata Seinauskiene; Giedre Sestokiene. The Link between Standardization/Adaptation of International Marketing Strategy and Company Performance. Engineering Economics 2011, 22, 106-117 .
AMA StyleRegina Virvilaite, Beata Seinauskiene, Giedre Sestokiene. The Link between Standardization/Adaptation of International Marketing Strategy and Company Performance. Engineering Economics. 2011; 22 (1):106-117.
Chicago/Turabian StyleRegina Virvilaite; Beata Seinauskiene; Giedre Sestokiene. 2011. "The Link between Standardization/Adaptation of International Marketing Strategy and Company Performance." Engineering Economics 22, no. 1: 106-117.