AMBIENTUM BIOETHICA BIOLOGIA CHEMIA DIGITALIA DRAMATICA EDUCATIO ARTIS GYMNAST. ENGINEERING EPHEMERIDES EUROPAEA GEOGRAPHIA GEOLOGIA HISTORIA HISTORIA ARTIUM INFORMATICA IURISPRUDENTIA MATHEMATICA MUSICA NEGOTIA OECONOMICA PHILOLOGIA PHILOSOPHIA PHYSICA POLITICA PSYCHOLOGIA-PAEDAGOGIA SOCIOLOGIA THEOLOGIA CATHOLICA THEOLOGIA CATHOLICA LATIN THEOLOGIA GR.-CATH. VARAD THEOLOGIA ORTHODOXA THEOLOGIA REF. TRANSYLVAN
|
|||||||
Rezumat articol ediţie STUDIA UNIVERSITATIS BABEŞ-BOLYAI În partea de jos este prezentat rezumatul articolului selectat. Pentru revenire la cuprinsul ediţiei din care face parte acest articol, se accesează linkul din titlu. Pentru vizualizarea tuturor articolelor din arhivă la care este autor/coautor unul din autorii de mai jos, se accesează linkul din numele autorului. |
|||||||
STUDIA NEGOTIA - Ediţia nr.1 din 2020 | |||||||
Articol: |
STRENGTHS AND WEAKNESSES OF (INTER)NATIONAL BRANDS: IKEA, L’ORÉAL, STARBUCKS AND FORD, BASED ON THE OPINION OF CONSUMERS. Autori: ERIKA KULCSÁR, BLANKA BALÁZS, NORBERT BADI, CSILLA – TIMA BEDER, OTTILIA OPRA, BRIGITTA SZABÓ, NÓRA SZABÓ. |
||||||
Rezumat: DOI: 10.24193/subbnegotia.2020.1.04 Published Online: 2020-03-31 Published Print: 2020-03-31 pp. 69-94 VIEW PDF FULL PDF In our everyday lives, the presence of global brands is indisputable, as we decorate our homes with furnishings, purchase cosmetics to reverse the time, use services to make our everyday lives more enjoyable and purchase cars, all of which are available in several countries. It is also true that we typically buy and use those products and services that contribute to our personal appearance and to the development of our personality. In addition, the country of origin of a given product/brand also plays an important role in our purchasing decision. There are products/brands that we immediately associate with a particular country and nation, but there are countries to which we cannot associate any product or brand. This paper analyses the consumer opinions of international brands that are strongly associated with a particular country. The objectives of the analyses are the following: to identify (1) the strengths - (2) weaknesses of IKEA, L''''''''Oréal, Starbucks and Ford, (3) to identify those factors, based on the results, that have an important role in case of two (inter)national brands at least, even though they represent different products/services, and finally, (4) to describe the opinion of the participants. Keywords: IKEA, L’Oréal, Starbucks, Ford, consumer opinion, strengths and weaknesses JEL Classification: M31 |
|||||||