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Orange Brand Image on the Romanian Mobile Telephony and its Effect on Company’s Performance in Crisis Context

Author

Listed:
  • Parpandel Denisa Elena

    ("Constantin Brancoveanu” University of Pitesti)

  • Gãnescu Cristina

    ("Constantin Brancoveanu” University of Pitesti)

  • Pepenel Madeleine

    ("Constantin Brancoveanu” University of Pitesti)

Abstract

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.

Suggested Citation

  • Parpandel Denisa Elena & Gãnescu Cristina & Pepenel Madeleine, 2011. "Orange Brand Image on the Romanian Mobile Telephony and its Effect on Company’s Performance in Crisis Context," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(1), pages 1596-1600, May.
    • Handle: RePEc:ovi:oviste:v:11:y:2011:i:1:p:1596-1600
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    More about this item

    Keywords

    brand; brand image; brand promotion; crisis.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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