László Kovács

Branding, complex analyis of brand names. Cognitive representation of brands. Branding strategies in general and in specific product groups. Testing brand associations.

Keywords

brand names, destination branding, marketing, city branding, branding, brand association

mental lexicon, associations

Complex study of the mental lexicon. Analysis of the mental lexicon using word associations. The word association method. Networked structures of the mental lexicon.

Keywords

mental lexicon, word associations

green marketing, green business

Economic activities related to sustainable and green solutions, green thinking. Their impact on consumer behaviour, business decisions and marketing activities.

Keywords

sustainability, environmental sustainability, sustainable consumption, sustainable business, green marketing, green business

networks, networked structures, communities

Interdisciplinary study of networked structures; mainly mental networks and linguistic networks, but also real physical networks, such as geographical networks.

Keywords

networks, network science, network analysis

marketing linguistics

Analyzing the linguistic elements of marketing communication and the application of linguistic knowledge in marketing.

Keywords

marketing communication, language, brand names, slogans, linguistic landscape, packaging