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Brand - Product Interdependence

Listed author(s):
  • Tudor NISTORESCU

    (University of Craiova, Romania)

  • Catalin Mihail BARBU

    (University of Craiova, Romania)

  • Claudia Cristina PLOSCARU

    (University of Craiova, Romania)

Registered author(s):

    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 the brand tangible. The product is the magic box that delivers the brand experience. Without the product, the brand meaning would have difficulties in attracting customers. More studies are needed to investigate the brand-product relationship.

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    File URL: http://www.mnmk.ro/documents/2014_01/1-13-1-14.pdf
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    Article provided by University of Craiova, Faculty of Economics and Business Administration in its journal Management and Marketing Journal.

    Volume (Year): XII (2014)
    Issue (Month): 1 (May)
    Pages: 7-13

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    Handle: RePEc:aio:manmar:v:xii:y:2014:i:1:p:7-13
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    1. Razvan-Andrei CORBOS & Ruxandra Irina POPESCU, 2011. "Museums, Marketing, Tourism And Urban Development. The British Museum – A Successful Model For Romanian Museums," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 303-314, November.
    2. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
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