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The Analysis of the Importance of Branding Elements in the Romanian Music Industry

Author

Listed:
  • Yardena VIANU

    (The Bucharest University of Economic Studies)

  • Mihaela CONSTANTINESCU

    (The Bucharest University of Economic Studies)

  • Ștefan-Claudiu CĂESCU

    (The Bucharest University of Economic Studies)

Abstract

This paper focuses on the multiple ways of building a brand in the current music industry, with a focus on Romania. The main idea of this paper is to determine the opinions of music consumers toward the brand of a musician, in general, and then to build different models and alternatives to the ones proposed so far, both while taking into account the elements and the characteristics proposed until now, as well as the answers given by the respondents. The research will focus on: the analysis of general attitudes and consumer behavior, with regard to music and the view of the consumers towards native Romanian singers and international ones. Moreover, the brand of a singer, from the perspective of associating the brand itself with the image created and with the primordial characteristics that must be respected by a singer, in order for them to be appreciated by the consumers, will also be discussed.

Suggested Citation

  • Yardena VIANU & Mihaela CONSTANTINESCU & Ștefan-Claudiu CĂESCU, 2018. "The Analysis of the Importance of Branding Elements in the Romanian Music Industry," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 263-272, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2018:i:1:p:263-272
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    More about this item

    Keywords

    brand; music industry; consumer perception.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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