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2010 | Consumer Behavior and Marketing Strategies of Companies in the European Market | 63--82
Tytuł artykułu

Contribution of Romanian product and company brands to the creation and development of Romanias's country brand

Warianty tytułu
Języki publikacji
The scientific research on country and nation branding evolved over the last decades, from an approach focused on the country of origin effect (studying the influence of the country image on the way foreign consumers evaluate the product brands that a certain country export) to an approach focused on tourism destination branding of a country and last to a holistic and interdisciplinary approach that applies the marketing and branding concepts to the nation-state, taking into consideration various aspects - tourism, investments, trade, public diplomacy, sport, culture, etc. Academics and practitioners have initiated debates regarding nation branding starting from the end of the last millennium, and research literature is growing at fast pace, tough is still relatively under-developed. It was created, rather, a vicious circle, Romanian brands being aware that they are handicapped by poor image of Romania and avoiding appearing as originating in Romania. This led to an accentuation of negative image of country, which could not be attached to successful brands. The downward spiral continued, the two trends potentiate each other
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