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The Analysis of Consumer Behavior in Relationship to a Global Brand in the Lodging Industry, Across Europe and North America Abstract: The world is changing at a fast pace and more concepts related to globalization emerge. Like, for instance, global marketing which implies an increase pressure to understand consumer behavior and its underlying changes, at a much broader level. Research, nowadays, has to uncover and comprehend certain issues like how customers in some countries are the same and different in others; how they respond positively to a particular brand, but not to umbrella branding; how they perceive quality and how they spend their available resources (of time, money, effort), giving the current economic situation. As this paper covers a case study based on a multinational corporation in the lodging industry, we will further explore certain consumer behavior dimensions in relation to the perceived image and the buying pattern of the global brand examined

Author

Listed:
  • Luigi DUMITRESCU

    (Lucian Blaga University of Sibiu, Faculty of Economics, Romania)

  • Alin OPREANA

    (Lucian Blaga University of Sibiu, Faculty of Economics, Romania)

  • Simona VINEREAN

    (Lucian Blaga University of Sibiu, Faculty of Economics, Romania)

Abstract

No abstract is available for this item.

Suggested Citation

  • Luigi DUMITRESCU & Alin OPREANA & Simona VINEREAN, 2011. "The Analysis of Consumer Behavior in Relationship to a Global Brand in the Lodging Industry, Across Europe and North America Abstract: The world is changing at a fast pace and more concepts related to," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(6), pages 309-318, December.
    • Handle: RePEc:rom:rmcimn:v:12:y:2011:i:6:p:309-318
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    More about this item

    Keywords

    consumer behavior; market segmentation; primary research; global brand; differentiation.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M19 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Other

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