articles by Valentina Daniela Constantin-Agbo
The development of the Internet as a new communication medium between companies and consumers has... more The development of the Internet as a new communication medium between companies and consumers has outlined in time a number of unique benefits for the marketing promotional strategy, but it also outlined several disadvantages often related to the violation of the consumers' rights. Using online marketing techniques and instruments for promotion has entailed not only the need to adapt the companies' messages to the Internet characteristics, but also the need to know, comply and enforce a legislative framework regarding both the regulation of the traders' activity and the defense and guarantee of the consumers' rights. This paper aims to analyze through an exploratory research, based on the investigation of secondary sources as a data collection method, the main aspects relating to the breach of the legislation in effect by the companies that integrate online media in their advertising campaigns and also to determine the impact of their actions on the consumers.
Brand communities have the potential to increase the loyalty of those consumers who are members, ... more Brand communities have the potential to increase the loyalty of those consumers who are members, to generate oppositional loyalty towards the brands of competitors and also to influence new product adoption behaviour. Moreover, this concept contributes to a better understanding of the relationships between consumers and a specific brand and thus presents an interest not only for marketing researchers, but also for brand managers. Starting with the 21 st century, brand communities have been conceptualized and studied many times in the marketing literature, which has explored both the positive and negative consequences of these consumption communities. The purpose of this paper is to summarize the most important findings related to this marketing topic. Therefore, the article begins with the review of the most relevant definitions given to brand communities which are then analysed. Secondly, there is a section dedicated to the characteristics and particularities associated with these consumer communities, which were identified by previous research. Subsequently, another section focuses upon the emergence process of such communities, the way they are constructed by customers and also upon the factors and steps that allow the formation and organization of brand communities. Finally, some implications for brand management are offered, as well as some directions for future research.
incollections by Valentina Daniela Constantin-Agbo
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articles by Valentina Daniela Constantin-Agbo
incollections by Valentina Daniela Constantin-Agbo