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Numărul 2/2011 (aprilie-iunie)

1. An Exploratory Research for Establishing a Brand Due Diligence Checklist in Mergers and AcquisitionsAn Exploratory Research for Establishing a Brand Due Diligence Checklist in Mergers and Acquisitions
Rezumat:Mergers and acquisitions (M&As) have become a common strategy for firms seeking rapid growth and thereby enhanced value. However, the majority of M&As actually result in a decrease in shareholder value. By exploring two preliminary case studies this paper highlights that brand plays a crucial role to the success of many M&As. Firms very often misunderstand the role of brand, under-estimate the importance of brand assessment in the pre-transaction stage (before integration), and consequently put their deals at a great risk and cost. In order to assess brand effectively and efficiently, firms need a comprehensive brand due diligence checklist. This paper reviews existing literature on M&A due diligence and brand due diligence in order to identify whether the established theory has already solved the issue identified within a set of exploratory case studies. By revealing the gap, the paper provides a brand due diligence checklist in M&As, both as a theoretical framework for researchers who try to conceptualize the subject before conducting their fieldwork and as a practical tool for the practitioners who are involved in their M&A decisions and assessment. In addition, the paper raises an urgent need for further future research on brand due diligence checklist in M&As.
Autor(i):Dũng Anh VŨ, Ovidiu I. MOISESCU, Nguyên HÀ
Publicat în:Revista Română de Marketing 2/2011 [Volume 6, Issue 2] (aprilie-iunie)
Cod citare:2802
2. Validity of Jennifer Aaker’s Brand Personality Scale in IndiaValidity of Jennifer Aaker’s Brand Personality Scale in India
Rezumat:Jennifer Aaker’s (1997) scale is the most widely used tool to measure the personality of a brand. But, further research has shown that, this scale is specific to USA and may not be an appropriate tool in other countries. Therefore, it is imperative to check the validity of this scale before using it in any different country. The main objective of this research is to do validity check of the scale in India because it is one of the major emerging economies and here, marketers are vying to create unique personality for their brands. EFA is used for this study.
Autor(i):Aditya Shankar MISHRA
Publicat în:Revista Română de Marketing 2/2011 [Volume 6, Issue 2] (aprilie-iunie)
Cod citare:2803
3. Understanding the Psyche of Consumers: Positioning of Hybrid Products - Revisiting the Extant LiteratureUnderstanding the Psyche of Consumers: Positioning of Hybrid Products - Revisiting the Extant Literature
Rezumat:Much of research has been carried since the concept of Hybrid Product was introduced. This paper is an attempt to put forth the different finding the and the learning from the researches made so far with an attempt to find out any possible gaps for further research. Using the insights from the various literatures, this paper puts forth the various concepts as sited by different authors with respect to the hybrid products.
Autor(i):Sibabrata NANDA
Publicat în:Revista Română de Marketing 2/2011 [Volume 6, Issue 2] (aprilie-iunie)
Cod citare:2804
4. Aplicabilitatea marketingului relaţional pe piaţa business to business / Relationship marketing applicability in business to business market
Rezumat:Piaţa business to business este considerată un domeniu predilect de aplicare a marketingului relaţional. În esenţă, cumpărătorii tind să prefere derularea unor schimburi tranzacţionale în condiţiile în care piaţa de aprovizionare este stabilă şi competitivă, decizia de cumpărare este simplă, iar produsele achiziţionate nu sunt suficient de importante astfel încât să afecteze competenţele de bază ale companiei. În contrast, clienţii organizaţionali optează pentru relaţii de colaborare atunci când piaţa de aprovizionare este dinamică, afectată de schimbări tehnologice rapide, există un număr redus de alternative de cumpărare, atât complexitatea deciziei de cumpărare, cât şi importanţa strategică a produselor cumpărate sunt ridicate.

Business to business market is considered to be a favorite field of application for relationship marketing. Essentially, customers have a preference for transactional exchanges when the supply market is stable and competitive, when the buying decision is simple, and the purchased products are not significant enough to affect the basic skills of the company. In contrast, organizational clients opt for collaborative relationships when the supply market is dynamic and is affected by rapid technological transformations, when there are a limited number of purchase alternatives and both the complexity of the buying decision and the strategic importance of the products purchased are high.
Autor(i):Alina FILIP
Publicat în:Revista Română de Marketing 2/2011 [Volume 6, Issue 2] (aprilie-iunie)
Cod citare:2805
5. Blogurile – instrument de comunicare al instituţiilor publice / Blogs – a communication tool for public institutions
Rezumat:Articolul este un ghid despre cum pot folosi blogurile în comunicarea cu cetăţenii instituţiile publice şi persoanele publice. Articolul este alcătuit din trei părţi: caracteristicile generale ale blogurilor, bloguri independente vs. bloguri de platformă şi strategii de conţinut. De-a lungul articolului sunt date exemple blogurile unor persoane publice de la diferite nivele ale administraţiei centrale şi locale.

The article is a guide on how public institutions and public figures can use blogs to comunicate to citizens. The article is made up of three sections: general outlines of blogs, independent blogs vs. platform blogs and content strategies. Throughout the article the blogs of public figures on different levels of central and local administration are given as example.
Autor(i):Ovidiu ŢIEREAN
Publicat în:Revista Română de Marketing 2/2011 [Volume 6, Issue 2] (aprilie-iunie)
Cod citare:2806
6. Situational Factors Influencing Impulse Buying Behavior of Algerian Consumer
Rezumat:This paper investigates the influence of situational factors on the impulse buying behavior of algerian consumer using a Mehrabian and Russell's framework. The results suggest that a consumer's emotions can be a mediating factor in the impulse purchase process. In this study, we identify and explore how situational factors and emotional states may influence impulse purchase behavior. By tapping the responses of 687 consumers in the area of Algeria’ west, we obtain that there is a positive relationship between independent and dependent variables. According to the results; pleasure was associated with design, whereas arousal was associated with perception of crowding , but dominance was linked to time spent in the store.
Autor(i):Amel GRAA, Maachou DANI EL KEBIR
Publicat în:Revista Română de Marketing 2/2011 [Volume 6, Issue 2] (aprilie-iunie)
Cod citare:2807
7. An Empirical Investigation of Perceptions of Customers About Quality of Services Offered by Public and Private Sector Banks
Rezumat:After the implementation of government policies on globalization and liberalization, the consumers have become more critical of the quality of service. Consumers are now very much aware of the alternatives available in relation to services and the provider organizations. Expectations of consumers are rising and the provider organizations should be aware of these expectations. The objective of the present study is to compare and analyze the service quality perceptions of customers about the public sector and private sector banks. The study also seeks to find the relevant dimensions of the SERVQUAL/SERVPERF scale in banking industry in Indian context. A total of 235 respondents completed the field survey, and survey was conducted in the Dehradun city of Uttrakhand state. The primary statistical techniques used in the study are Correlation analysis, Factor analysis and Multiple regression analysis. An attempt has been made here to quantitatively study the levels of the dimensions of service quality and its relation to customer service quality perceptions.
Results of overall service quality perceptions show that public sector banks are rated high as compared to private sector banks. Exploratory factor analysis was used and five factors were extracted using the method of principal component analysis. The five factors extracted in case of public sector bank explained 78.34% of the variance; where as five factors extracted in case of private sector bank explained 77.07% of the variance. The correlation analysis results show that all the five dimensions are highly relevant for service quality perceptions in banking sector, as correlation coefficient ‘r’ values for all the dimensions range from 0.945 to 0.973. Regression analysis with overall service quality perceptions as dependent variable, and five extracted factors as independent variables was run in SPSS 17.0. Regression results show that except tangibility dimension, beta coefficient values for other four dimensions of service quality namely; empathy, reliability, assurance, responsiveness are higher in case of public sector banks. Statistically beta coefficient values for reliability, assurance dimensions are higher in case of public sector banks as compared to private sector banks. Whereas only one dimension tangibility got statistically higher beta coefficient value for private sector banks.
The present study was conducted under the null hypothesis that there is no significant difference in the service quality perceptions of public and private sector banks. Results of t-test rejected the null hypothesis, led to the inference that there is significant difference in the service quality perceptions of public and private sector banks.
In all present study arrived at a conclusion that customers perceive better quality of service for public sector banks as compared to private sector banks.
Autor(i):Gautam VIKAS
Publicat în:Revista Română de Marketing 2/2011 [Volume 6, Issue 2] (aprilie-iunie)
Cod citare:2808

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