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Successful brands or key to any company's success

Author

Listed:
  • POPESCU Ruxandra Irina

    () (The Bucharest Academy of Economic Studies, Romania)

Abstract

“Some consumers would walk a mile just to find Camel cigarettes and would wait in line for hours to buy a Swatch. Others are attached to their cars or motorcycles, while teenagers spend hours and hours talking about hip clothing brands” (Schroeder & Salzer-Morling, 2006). The subsequent question is: are these people victims of manipulation, publicity or are they simply people who love symbols? Chevalier and Mazzalovo (2004) claim that a brand does not represent manipulation, that consumers choose certain brands as they see them as the best on the market.

Suggested Citation

  • POPESCU Ruxandra Irina, 2009. "Successful brands or key to any company's success," Economia. Seria Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 12(1 Special), pages 174-179, July.
  • Handle: RePEc:rom:econmn:v:12:y:2009:i:1special:p:174-179
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    File URL: http://www.management.ase.ro/reveconomia/2009-1s/28.pdf
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    References listed on IDEAS

    as
    1. Ralph C. Kimball, 1998. "Economic profit and performance measurement in banking," New England Economic Review, Federal Reserve Bank of Boston, issue Jul, pages 35-53.
    2. Biddle, Gary C. & Bowen, Robert M. & Wallace, James S., 1997. "Does EVA(R) beat earnings? Evidence on associations with stock returns and firm values," Journal of Accounting and Economics, Elsevier, vol. 24(3), pages 301-336, December.
    3. Gary C. Biddle & Robert M. Bowen & James S. Wallace, 1999. "Evidence On Eva," Journal of Applied Corporate Finance, Morgan Stanley, vol. 12(2), pages 69-79.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    brand; marketing; global brands’ value; consumers;

    JEL classification:

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

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