Brands’ perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific communication characteristics: safety, medical care,...

Brands' perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific communication characteristics: safety, medical care,...

This article aims to research how global and local brands managed their image according to traditions and values shared by Romanian target during the Christmas Holiday, a special time for everyone all over the world. Our research focuses on TV ads broadcast (40 spots) in Romania in December...