In this paper we conceptually discussed the brands’ role in the society, the dimensions of branding and the relationship between the brand and the products. We adhere to the main ideas expressed in the literature, that the brand is more than a product. However the product is needed to render...

In this paper we made an analysis of the loyalty in the auto market. We selected a sample from the residents of Craiova and asked them about their intentions concerning satisfaction, repurchase and recommendation regarding their cars. We used as auto market as the base of our study, since the...

Today’s environment determines companies to use scanning activities in order to seize the opportunities and to avoid the threats. Individual factors and organizational factors influence the scanning behavior. The examination of the environment can be presented in a model based on environment...

In this paper we realized a study regarding the concepts of trademark and brand. There are numerous confusions between the two concepts, among theorists and practitioners. We deepened the debate related to these terms, studying a series of articles and papers in the field. Our research showed...

In this paper we tried to deliver a profile analysis of the employees from the commercial banks. The banking sector is especially important because it has to finance the entire economy, and therefore it needs competent and well-motivated people. As methodology we realized a survey on a...

Purpose: The purpose of this paper is to reveal the conditions that facilitate or hinder a favorable reaction of fans to the resurrection of sport club brands. Design/methodology/approach: The proposed model was empirically tested by applying partial least squares-SEM to a sample of 462 fans of...

In this paper we investigated the sources of “Buy Romanian” attitude. We formulated three constructs namely Buy Romanian, nationalism and internationalism and we measured them by developing three scales. The scales were included in a questionnaire that was administered to 110 respondents....

In this paper we analyzed the branding in small business. Using a desk research on Internet and the press we have identified the practices small businesses use to enhance their brand and the brand dynamics in small business. Our main contribution is that we tried to figure out the strategy of...

Risk can no longer be ignored when talking about brand management, as risk management can no longer disregard brands for manifold reasons. Building on the risk-based brand equity model, this paper contributes to the development of an evaluation model, by suggesting formulas for 3 exogenous risk...

In this paper I discussed the factors that influence the cultural adaptation of products. Globalization determines the companies to operate abroad; therefore the firms sell their products to markets where the consumer patterns might differ from their national market. It is of high importance to be...