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The Romanian Consumers Living Abroad – Ambassadors Of The Romanian Brands?

Author

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  • BARBU MIHAIL CATALIN

    (UNIVERSITY OF CRAIOVA)

Abstract

The existence of a large variety of strong brands is a guarantee for a developed economy. In its transition to the market economy, Romania witnessed a period of negation of Romanian brands, followed by a period of revival of local brands. Are the Romanian consumers ready to embrace these new Romanian brands or they are still attracted by the shine of foreign brands? Our research establishes that the Romanian consumers living abroad exhibit appreciation for the Romanian products. However their intention to buy Romanian products remains low.

Suggested Citation

  • Barbu Mihail Catalin, 2016. "The Romanian Consumers Living Abroad – Ambassadors Of The Romanian Brands?," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 67-71, October.
  • Handle: RePEc:cbu:jrnlec:y:2016:v:5:p:67-71
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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. Johny K Johansson & Ilkka A Ronkainen & Michael R Czinkota, 1994. "Negative Country-of-Origin Effects: The Case of the New Russia," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(1), pages 157-176, March.
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