Mihaela Constantinescu () (School of Marketing, Academy of Economic Studies)
Abstract
Teoria comunicarii spune ca, in ziua de astazi, la baza comportamentului consumatorului de produse si servicii stau motivele emotionale, acestea castigand teren in fata motivelor rationale. Se intalneste acest fenomen deoarece tehnologiile de realizare a produselor si de prestare a serviciilor au evoluat foarte mult, ducand la asemanarea produselor si serviciilor concurente. Pentru a castiga in fata concurentei o companie trebuie sa apeleze la afinitatea pe care consumatorii o au fata de marca sa sau la asocierea de imagine dintre produs si o personalitate din domeniul artistic, sportiv, educational, politic.
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Find related papers by JEL classification: M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing