PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
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
EN
Abstrakty
EN
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
Słowa kluczowe
Twórcy
  • The Bucharest University of Economic Studies, Romania
  • The Bucharest University of Economic Studies, Romania
Bibliografia
  • Aldea, A. (2008): Ce spui dupa "Hola soy rumano"?. 24 September. Http://basicmarketing.ro/branding/ce-spui-dupa-hola-soy-rumano/
  • Anholt, S. (2003): Brand New Justice: The Upside of Global Branding, Butter- worth-Heinemann, Oxford
  • Anholt, S. (2004): Editorial's Foreword to the First Issue. "Place Branding", Vol.l, No.l, pp. 4-11
  • Anholt, S. (2002): Nation Branding: A Continuing Theme. "Journal of Brand Management", Vol. 10, No.l, pp. 59-60
  • Anholt, S. (2005): Some Important Distinctions in Place Branding. "Place Branding", Vol.l, No.2, pp. 116-121
  • Banknews (2007): Consiliul Concurentei sustine promovarea exporturilor romanesti. Http://www.banknews.ro/stire/8929_consiliul_concurentei sustine_promo varea_exporturilor_romanesti.html
  • Barliga, G. (2002): Fabricat in Romania are 1.500 de membri. Http://www.bizcity.ro/analize/fabricat-in-romania-are-1500-de-membri- 3474.html
  • Blichfeldt, B.S. (2005): Unmanageable Place Brands? "Place Branding", Vol. 1, No. 4, pp. 388-401
  • Brandul Romaniei, cautat bezmetic pe zeci de milioane de euro (2009). 14 March, Http://www.ziare.com/actual/politica/03-14-2009/brandul- romaniei-cautat-bezmetic-pe-zeci-de-milioane-de-euro-691624
  • Brandurile fashion romanesti se extind la nivel international 2009. Http://www.ziare.com/business/afaceri/09-08-2009/brandurile-fashion- romanesti-se-extind-la-nivel-intemational-878225Cai, L.A. (2002): Cooperative Branding for Rural Destination. "Annals of Tourism Research", Vol. 29, No. 3, pp. 720-742
  • Chao, P. (1998): Impact of Country-of-Origin Dimensions on Product Quality and Design Quality Perception. "Journal of Business Research", Vol. 42, Iss. 1, pp. 1-6
  • Capital (2005): Programul 'Fabricat in Romania" a dat faliment. Http://www.hotnews.ro/stiri-arhiva-1236638-programul-fabricat-romania- dat-faliment.htm
  • De Vicente, J. (2004): State Branding in the 21st Century. Http://fletcher.tufts.edu
  • Domeisen, N. (2003): Is There a Case for National Branding? International Trade Forum, p. 14
  • Dooley, G., Bowie, D. (2005): Place Brand Architecture: Strategic Management of the Brand Portfolio. "Place Branding", Vol. 1, No. 4, pp. 402-419
  • Draghici, M. (2009): Interpelare Privind Sprijinirea Electroarges. Http://www.mirceadraghici.ro/interpelari/interpelare-electroarges
  • Dragulanescu, N.: "Fabricat in Romania" sau "Fabricat in Europa"? Http://www.ndragulanescu.ro/publicatii/MA2.pdf
  • Echtner, C.M., Ritchie, J.R.B. (1991): The Meaning and Measurement of Destination Image. "Journal of Tourism Studies", Vol. 2, No. 2, pp. 2-12
  • Fan, Y. (2006): Branding the Nation: What Is Being Branded? "Journal of Vacation Marketing", Vol. 12, No. 1, pp. 5-14
  • Freire, J.R. (2005): Geo-Branding, Are We Talking Nonsense? A Theoretical Reflection on Brands Applied to Places. "Place Branding", Vol. 1, No.4, pp. 347-362
  • Frontnews (2006). Campania de promovare a brandului de tara necesita peste 3 mil. Euro. Http://www.frontnews.ro/social-si-economic/finante-banci/campania-de- promovare-a-brandului-de-tara-necesita-peste-3-mil-euro-1986
  • Frost, R. (2004): Mapping a Country's Future, http://www.brandchannel.com. Gallarza, M.G., Saura, I.G., Garcia, H.C. (2002): Destination Image: Towards aConceptual Framework. "Annals of Tourism Research", Vol. 29, No. 1, pp.56-78
  • Gilmore, F. (2002): A Country - Can It Be Repositioned? Spain - the Success Stoiy of Country Branding. "Journal of Brand Management", Vol. 9, No. 4/5, pp. 281-293
  • Gold, E.R. (2006): Intellectual Architecture as Place Brand. "Place Branding", Vol. 2, No. 3, pp. 220-228
  • Goodchild, J., Callow, C. (2001): Brands Visions and Values. John Wiley & Sons Ltd., Chichester
  • Gudjonsson, H. (2005): Nation Branding. "Place Branding", Vol. 1, No. 3, pp. 283-298
  • Hankinson, G. (2004): Relational Network Brands: Towards a Conceptual Model of Place Brands. "Journal of Vacation Marketing", Vol. 10, No. 2, pp. 109-121
  • Hanna, S., Rowley, J. (2008): An Analysis of Terminology Use in Place Branding. "Place Branding and Public Diplomacy", Vol. 4, No. 1, pp. 61-75
  • Http://www.brandingstrategyinsider.com/2008/03/branding-the-co.html
  • Http://www.countrybrandindex.com
  • Http://www.nationbrandindex.com.Informatia (2006): 200 de miliarde lei pentru promovarea exporturilor romane^ti. Http://2006.informatia.ro/index.php?name=News&file=article&sid=159519 &theme=Printer
  • Insch, G.S., McBride, J.B. (1998): Decomposing the Country-of-Origin Construct: An Empirical Test of Country-of-Design, Country-of-Parts and Country-of-Assembly. "Journal of International Consumer Marketing", Vol. 4, No. 10, pp. 69-91
  • Jaffe, E.D., Nebenzahl, I.D. (2001): National Image and Competitive Advantage. "Copenhagen Business School Press", Copenhagen
  • Josiassen, A., Harzing, A.W.K. (2008): Descending from the Ivory> Tower: Reflections on the Relevance and Future of Country-of-Origin Research. "European Management Review", Vol. 5, No. 4, pp. 264-270
  • Kerr, G. (2006): From Destination Brand to Location Brand. "Journal of Brand Management", Vol. 13, No. 4/5, pp. 276-283
  • Kotler, Ph., Gertner, D. (2002): Country as Brand, Product, and Beyond: a Place Marketing and Brand Management Perspective. "Journal of Brand Management", Vol. 9, No. 4/5, pp. 249-261
  • Loo, T., Davies, G. (2006): Branding China: The Ultimate Challenge in Reputation Management? "Corporate Reputation Review", Vol. 9, No. 3, pp. 198-210
  • MacKay, K.J., Fesenmaier, D.R. (1997): Pictorial Element of Destination in Image Formation. "Annals of Tourism Research", Vol. 24, No. 3, pp. 537-565
  • Martin, I.M., Eroglu, S. (1993): Measuring a Multi-Dimensional Construct: Country Image. "Journal of Business Research", Vol. 28, No. 3, pp. 191-210
  • Mediafax (2008): Protectia Brandurilor Traditionale Romanesti. Http://www.underclick.ro/articol-405-branduri_romanesti.html
  • Mihailovich, P. (2006): Kinship Branding: a Concept of Holism and Evolution for the Nation Brand. "Place Branding", Vol. 2, No. 3, pp. 229-247
  • Mihalache & Vulkman (2005): Composition with Country & Corporate Brands-Capitalizing on the Country Brand Values. Master Thesis, University of Linköping, Http://liu.divaportal.org/smash/record.jsf?pid=diva2:20085
  • Mihnea, D. (2009): "Fabulous Spirit" upgradat cu "Romania, the land of choice". Banii no§tri, 21 April, http://www.baniinostri.ro/Banii-si-statul/- quot-Fabulous-Spirit-quot-upgradat-cu-quot-Romania-the-land-of-choice- quot-sl572.html
  • Momocea, C.C. (1998): Romania investeste 12 miliarde de lei in eclipsa de soa- re, Ziua. http://www.ziua.net/display.php?data=l998-05- 12&id=7446
  • Momocea, C.C. (1999): Romania promoveaza bezna, Ziua. 9 February, http://www.ziua.net/display.php?data=1999-02-09&id=20571
  • Monitorul Expres (2006): Brandul, cheie in strategia de export. http://www.monitorulexpres.ro/?mod=monitorulexpres&a=citeste&p=eco nomic&s_id=26623
  • Morgan, N., Pritchard, A., Pride, R. (2004): Destination Branding. 2nd Ed. Elsevier, Oxford
  • Nagashima, A. (1970): A Comparison of Japanese and U.S. Attitudes towards Foreign Products. "Journal of Marketing", No. 34, pp. 68-74
  • Nworah, U. (2003): Country Branding and the Nigeria Image Project as a Case Study. Http:/Iwww.globalpolitician.com
  • O'Shaughnessy, J., O'Shaughnessy, N.J. (2000): Treating the Nation as a Brand: Some Neglected Issues. "Journal of Macromarketing", Vol. 20, No. 1, pp. 56-64
  • Papadopoulos, N. (2004): Place Branding: Evolution, Meaning and Implications. "Place Branding", Vol. 1, No. 1, pp. 36-49
  • Pauli, R.M. (2002): Switzerland: A Brand Name that Sells. "UBS Outlook", 2nd Quarter. Http://www.ubs.com/l/ShowMedia/ubs_ch/kmu/outlook?contentId=3638 6&name=B_Schweiz_e.pdf
  • Pryor, S., Grossbart, S. (2007): Creating Meaning on Main Street: Towards a Model of Place Branding. "Place Branding and Public Diplomacy", Vol. 3, No.4, pp. 291-304
  • Solar eclipse of August 11, 1999. Http://en. wikipedia.org/wiki/Solar_eclipse_of_ August_l 1, 1999
  • Sträut, D. (2006): Investitorii romäni tree granita cu echipamente energetice, IT §i mobilä. Http://www.adevarul.ro/articole/2006/investitorii-romani-trec- granita-cu-echipamente-energetice-it-si-mobila.html
  • Szondi, G. (2007): The Role and Challenges of Country Branding in Transition Countries: The Central and Eastern European Experience. "Place Branding and Public Diplomacy", Vol. 3, No. 1, pp. 8-20
  • Usunier, J.C., Cestre G. (2007): Product Ethnicity: Revisiting the Match Between Products and Countries. "Journal of International Marketing", Vol. 15, No. 3, pp. 32-72
  • Vijulie, E. (2008): Actiunile romanesti de promovare sunt putine si confuze. Http://www.romanialibera.ro/al38915/actiunile-romanesti-de-promovare- sunt-putine-si-confuze.html
  • Vrinceanu, C. (2007): Made in Romania - pentru ultra-exclusivistii din UE. "Wall-Street", 04 Ianuarie
  • Wall-Street (2006a): Romania ocupa locul 49 pe piata tehnologica mondiala. Http://www.wall-street.ro/articol/IT-C-Tehnologie/18184/Romania- ocupa-locul-49-pe-piata-tehnologica-mondiala.html
  • Wall-Street (2006b): Romania va avea in 2006 exporturi IT de 350 de milioane de euro. Http://www.wall-street.ro/articol/IT-C-Tehnologie/19059/Romania- va-avea-in-2006-exporturi-IT-de-350-de-milioane-de-euro.html
  • Zaharia R. (2001): Marketing Social-Politic. Uranus, Bucharest
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000171225619

Zgłoszenie zostało wysłane

Zgłoszenie zostało wysłane

Musisz być zalogowany aby pisać komentarze.
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.