Coaching is a complex and diverse profession with a wide range of uses. Despite determining the approach to coaching, examining the core competencies of coaches is rarely explored. The aim of this study was to design and validate the CCC3 methodology (the three core competencies of a coach). The research sample consisted of 387 respondents for the exploratory factor analysis and 532 respondents for the confirmatory factor analysis. The confirmatory factor analysis proved the existence of three factors that cover a coach’s core competencies, namely, F1—effective communication and awareness creation, F2—relationship creation and active listening, and F3—laying the foundations. The study also provides an overview of the applicability of the CCC3 methodology in coaching practice. Exploratory and confirmatory factor analysis made it possible to create a 24-item model that describes the core competencies of a coach. The verified questionnaire can be used as a tool to assess the key, i.e., the core competencies of a coach, which represent the basis for the coaching approach, enriching the issue of coaching on a practical level. It is possible to use the methodology in management and education but also wherever it is necessary to evaluate the core competencies of a coach.

The paper highlights the scientific debate on the Neurolinguistic programming (NLP) issue. NLP is a collection of approaches, communication tools, techniques, and perspectives that determine how individuals think and communicate through language. NLP is used to recognize and modify patterns of human behavior. The sensory representational system, or the method for recognizing representational systems, which is made up of five main senses, influences this process. Systematization literary sources and approaches to this issue indicate that three sensory representational systems exist in the NLP approach: visual, auditory, and kinesthetic (VAK), and that the individual’s preferred representational sensory system could explain manifested behavior and characteristics in the managerial and marketing sphere. The central purpose of the research and the significance of choice made about this area of interest is to determine each individual’s preferred representational sensory system (VAK) utilizing the original PRSS-VAK methodology. The methodological research tool was the PRSS-VAK methodology which contains nine statements, which are assessed on a scale from 1 (the least describes me) to 4 (the most describes me). The PRSS-VAK methodology would help to comprehend patterns of an individual’s behavior and allied cognitive or emotional processes. EFA (Exploratory Factor Analysis) with Varimax rotation was used to verify the methodology on a sample of 214 respondents from the Slovak Republic, and CFA (Confirmatory Factor Analysis) was used to validate the structure on a sample of 268 respondents from the Slovak Republic. This research empirically and theoretically confirms that one of the preferred representational sensory systems may be dominant. However, this may change regarding the current situation (stimulus, impulse). The research results could be beneficial as a springboard not only for researchers concerning this issue. It also indicates that quantitative research does not determine exactly to which category (visual, auditory, or kinesthetic) a certain individual belongs. Using the identification of a preferred representational sensory system could help to facilitate both management and marketing communications.

This paper explores consumer behavior during online flight searches using eye‐tracking technology, focusing on visual attention and decision‐making on e‐commerce platforms. The study involved 32 university students, aged 19–25, tasked with finding flights based on specific requirements. Data were collected using the Smart Eye AI eye tracker and analyzed through heatmaps, gaze mapping, and areas of interest (AOI), with supplementary questionnaires assessing digital literacy and prior experience. Results showed only 25% of participants successfully met the task criteria, highlighting challenges with website clarity and search complexity. Eye‐tracking metrics revealed user focus on search fields and flight details, while peripheral elements like advertisements received minimal attention. Findings stress the importance of clear information presentation and user‐friendly interfaces to reduce cognitive load and improve decision‐making. Recommendations include refining visual elements, optimizing ad placement, and simplifying search processes to enhance user experience in online ticket sales.

Visual brand communication faces the challenge of effectively capturing viewers’ attention in a crowded media environment. This study investigates the impact of a logo’s position and movement in an advertising video on its visibility and attention distribution. In a laboratory eye-tracking experiment (N = 24), two conditions were compared: a static logo fixed in the corner and a moving logo displayed dynamically throughout the commercial. The results showed that moving logos achieve significantly higher visibility (p < .001) and maintain visual attention for longer periods. At the same time, attention in fixed spots remains more central (with a higher centre-grid share), which does not imply higher visibility of the corner logo. The time to first fixation did not differ significantly between conditions, suggesting that the advantage of movement lies primarily in retention, rather than in the speed of capture. The findings provide recommendations for advertising creation, including the use of short micro-animations, contrasting backgrounds, and trajectories that affect the central zone, which can significantly increase the visual accessibility of the logo.

Communication through sensory marketing appeals to consumers’ emotions and utilizes their life experiences, which encompass sensory, cognitive, behavioral, and emotional aspects. The aim of the study was to examine the attributes of sensory marketing from the perspective of how they are perceived by store customers. Data collection was carried out through a questionnaire method. The questionnaire was oriented toward four senses (Visual, Acoustic, Haptic, Olfactory). Survey revealed that the majority of respondents agree with statements concerning the influence of sensory marketing on consumer behavior. Within the hypothesis, we assumed that there are statistically significant differences in the perception of sensory marketing attributes based on the gender of the respondents. Based on the analyses presented, it can be concluded that the original assumption of the hypothesis was confirmed in all four studied sensory attributes. In all relevant items, women tended to agree with the statements more. The qualities observed in the environment subsequently influence how a customer forms a mental image of that environment. The mental image of the environment, along with the emotional state, influences the customer’s decision to purchase a service or product.

The paper deals with the assessment of visual perception in the advertising industry. The main goal was to analyze the effect of human faces on consumers' visual attention and their perception of advertising and the brand. As part of the analysis, we conducted a neuromarketing survey using eye tracking, which was supplemented by the subjective opinions of respondents obtained through a questionnaire. The survey sample consisted of 32 respondents aged 18-24, with both genders being equally represented. We then analyzed heatmaps, the results of selected eye tracking metrics, and questionnaire responses. The survey results showed that human faces in advertising represent a significant visual element that can affect consumers' visual attention, but their effectiveness depends on several factors, such as the composition of the advertisement or the segment in which the brand operates. The subjective assessment of respondents was focused on the perception of advertising, human faces and the brand by respondents. The results of the survey showed that the presence of human faces in advertising has an impact on the perceived interest, credibility and perception of positivity from this element. They also pointed out that the presence of faces can increase the perceived credibility of the brand itself, but their effect is not universal. Subsequently, we focused on comparing the results of individual brands whose advertisements were used in the survey.