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...

Lucrarea de fata prezinta rezultatele unei cercetari selective efectuate in randul utilizatorilor romani ai marcii iPhone, care si-a propus sa identifice cele mai importante motive de cumparare a respectivei marci. In urma studiului, a reiesit ca utilizatorii romani si-au achizitionat un aparat...

This paper introduces the concept of a cult brand for a more accurate understanding of the extreme loyalty that consumers show towards specific brands. The article focuses on the brand Apple and it explores the elements for which it is considered a cult brand and the impact of its origin on...

This paper introduces the concept of a cult brand for a more accurate understanding of the extreme loyalty that consumers show towards specific brands. The article focuses on the brand Apple and it explores the elements for which it is considered a cult brand and the impact of its origin on...