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Laura Catalina Timiras
Based on the results of a research undertaken among young people (18-30 years), students of the Faculty of Economic Sciences of the Vasile Alecsandri University of Bacau, this paper reveals their preference for local or foreign brands (on the Romanian ma...
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Laura Catalina Timiras
In this paper are presented some of the results obtained through an exploratory research carried out in the month of April 2016 on a sample of 100 students from the Vasile Alecsandri University of Bacau, referring to awareness of festive food brands on t...
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Laura Catalina Timiras
Awareness is a prerequisite in the development of successful brands; in this paper are highlighted, for certain categories of common food products, brands enjoying the highest spontaneous awareness among young people. On the basis of this work are some o...
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Laura Catalina Timiras
Based on the results of a direct research conducted in April 2016 among students of the Faculty of Economic Sciences of the Vasile Alecsandri University of Bacau, this paper highlights the notoriety of Romanian brands in general, as well as for product c...
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Puiu Nistoreanu and Alina-Cerasela Aluculesei
The present article includes descriptive research about how water resources in Romanian medical spas could be better promoted to increase their visibility. Romania is one of the European countries with impressive potential in terms of balneology, having ...
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Iulia - Andreea DULEA
Pág. 409 - 438
Positioning is a very important component of the marketing strategy. Positioning has an impact on the entire marketing mix and is crucial for differentiating a brand from competition and gaining competitive advantage. The evaluation of the consumer's per...
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Rodica Maria SAVULESCU
Pág. 311 - 334
The advent of Web 2.0 has brought about a paradigm shift in communication: from an informational Web to an editable one. Consequently, the ?one-to-many? communication model of the mass media industry has been replaced by one that involves ?many-to-many?....
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Alina Catalina Duduciuc,Loredana Ivan
The aim of this study is to highlight the importance of sound symbolism for Romanian marketing and advertising applied research. Previous research showed that the phonetic structure of brand name communicates its characteristics, i.e. it drives consumers...
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Brindusa Mariana Amalancei
It is considered that loyalty to the brand of some primary customers is the core of the brand capital. A brand, however, may have substantial value, which is given to it by its symbol and slogans, if it is continued with the purchase of a brand after the...
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Bogdan Nichifor,Luminita Zait
The garment manufacturing sector (and, implicitly, knitwear) was one of the most important areas of the Romanian economy during the communist era, satisfying a large part of the existing demand, both in the domestic market and at the external ones. By ma...
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Laura Catalina Timiras
This paper is based on some results of a direct research conducted among youth 18-30, students of the Faculty of Economic Sciences of the Vasile Alecsandri University of Bacau. The research was conducted in the month of April 2016 on a sample of 100 stud...
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Bianca-Florentina CHEREGI
Pág. 285 - 305
The rise of social media and the emergence of globalization has changed the relationship between brands and consumers. The aim of this paper is to discuss how is this relationship affected by user generated content (UGC) and user generated brands (UGB). ...
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Maria-Irina ANA,Laura-Gabriela ISTUDOR
Pág. 87 - 104
One of the sectors most influenced by digitalization is tourism and the use of the Internet for brand building is an increasingly common custom, especially by taking advantage of the benefits Social Media has to offer to related businesses. In the given ...
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