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The Influence Of Country Image On Product Brand In Theromanian Shoes Industry

Author

Listed:
  • Carmen Adina Pastiu

    (‘1 Decembrie 1918‘ University of Alba Iulia Romania)

  • Maria MureÈ™an

    (‘1 Decembrie 1918‘ University of Alba Iulia Romania)

Abstract

ABSTRACT The current research study aims to analyze and identify the impact of the consumers‘perception on the brand image in the case of Romanian shoes products. The authors‘ goal wasthat of shaping a multifactor model which underlies the consumers‘ behavior on the brand imageof a product. The study also provides top management strands of the Romanian light industryenterprises. The research is based on a study conducted in Romania shoes products. Thequantitative research has been carried out using the online questionnaire consisting in: brandawareness, perceived quality, and brand loyalty dimensions. Analyzing the results of the presentresearch there has been outlined a multifactor model showing the influence of the country imageon shoes brands. The findings confirm the assumptions that the country's image has a crucial roleon the consumer‘s behavior in choosing different brands of shoes.

Suggested Citation

  • Carmen Adina Pastiu & Maria MureÈ™an, 2014. "The Influence Of Country Image On Product Brand In Theromanian Shoes Industry," Annales Universitatis Apulensis Series Oeconomica, Faculty of Sciences, "1 Decembrie 1918" University, Alba Iulia, vol. 2(16), pages 1-25.
  • Handle: RePEc:alu:journl:v:2:y:2014:i:16:p:25
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    Keywords

    country brand image; brand image; product quality; consumers‘ loyalty;

    JEL classification:

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

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