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...

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...