THE ROMANIAN CONSUMERS LIVING ABROAD – AMBASSADORS OF THE ROMANIAN BRANDS?

Abstract

The existence of a large variety of strong brands is a guarantee for a developed economy. In its transition to the market economy, Romania witnessed a period of negation of Romanian brands, followed by a period of revival of local brands. Are the Romanian consumers ready to embrace these new Romanian brands or they are still attracted by the shine of foreign brands? Our research establishes that the Romanian consumers living abroad exhibit appreciation for the Romanian products. However their intention to buy Romanian products remains low.

Keywords

• country of origin effect
• Romanian brands
• consumer behavior
• Romanian consumers