In order to accomplish this research goal we designed and implemented four "pre-post" experiments among four different consumer samples, each sample being exposed to a certain type of brand negative publicity: employer quality negative publicity (58 subjects), product technical problems negative...

Considering the essential role that country brands as tourism destinations play in generating incoming tourism, this paper reveals useful information for entities concerned with promoting a tourism-based country brand for Romania. The paper represents an exploratory research, data being...

This paper aims to capture and systematise those practices which have been proven as good skills, tactics, methods, and techniques at effectively and efficiently delivering particular outcomes behind brand integration in various mergers and acquisitions (M&As). These practices can be shared and...

The role and importance of brands as core parameters for establishing marketing strategies has been widely accepted in developed countries, both in practice and in theory, but insufficiently acknowledged within most of the Romanian companies. If some of the large sized Romanian companies...

This paper aims to analyze the correlations between the components of brand loyalty – brand repurchase intention and brand recommend intention – and consumer purchase involvement, which is reflected by the degree to which consumers seek information about different brands and compare them...

Considering the fact that brands are fundamental assets of any business, this paper analyses, in a conceptual and critical manner, the existent methodologies used to measure the brand as company asset. Several worldwide acknowledged methods are taken into consideration and are comparatively and...

In the last years, the concept of brand equity has received a great deal of attention and still there is no general accepted point of view concerning the subject. This paper tries to emphasize, in a comparative manner, two of the most popular perspectives and approaches regarding the concept,...

Brand extensions have been developing for the last decade as one of the most important growth strategy. This paper tries to point out some of the basic issues and outline the main advantages and disadvantages involved, as well as the key elements when evaluating brand extension opportunities and...