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Brand - Product Interdependence

Author

Listed:
  • Tudor NISTORESCU

    (University of Craiova, Romania)

  • Catalin Mihail BARBU

    (University of Craiova, Romania)

  • Claudia Cristina PLOSCARU

    (University of Craiova, Romania)

Abstract

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.

Suggested Citation

  • Tudor NISTORESCU & Catalin Mihail BARBU & Claudia Cristina PLOSCARU, 2014. "Brand - Product Interdependence," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 7-13, May.
  • Handle: RePEc:aio:manmar:v:xii:y:2014:i:1:p:7-13
    as

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    File URL: http://www.mnmk.ro/documents/2014_01/1-13-1-14.pdf
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    References listed on IDEAS

    as
    1. 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.
    2. 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.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    brand; branding; brand and product; product policy;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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