文章基本信息

标题：Orange Brand Image on the Romanian Mobile Telephony and its Effect on Company’s Performance in Crisis Context
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作者：Parpandel Denisa Elena ; Gănescu Cristina ; Pepenel Madeleine 等
期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2011
卷号：11
期号：1
语种：English
出版社：Ovidius University Press
摘要：The word “brand” is designated to be a name,term,symbol,or a combination of them all,in order to identify goods and services of a vendor or group of sellers and bring a difference in their their goods and services from the competitors. The present study is based on a laborious documentation,but of high interest,made at Orange Romania,the largest mobile operator in Romania,in order to identify all elements supporting this concepts’ brand image,values and beliefs. We appreciate that supports the development of the company brand image,its good performance and customer relations.
关键词：brand;brand image;brand promotion;crisis.