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Aspects Regarding The Management Of A Research Concerning The Background Of Mobile Phone Brands’ Resistance To Change On The Market Of Durable Goods In Romania

Author

Listed:
  • Cucea Ramona

    (University of Cluj Napoca)

  • Stremtan Filimon

    (University of Alba Iulia)

  • Dragolea Larisa

    (University of Alba Iulia)

Abstract

This article puts forward the theoretical presentation of the steps/stages taken during a research that aims to identify the degree of resistance to change of mobile phones on the market of durable goods in Romania. The actual research will be conducted on the model presented in this study. The consumers’ resistance to changing the brand is determined by the perception of the emotional costs, the experience with the brand, the perception of the services provided by the supplier of the brand, price reductions, brand innovation and learning costs.

Suggested Citation

  • Cucea Ramona & Stremtan Filimon & Dragolea Larisa, 2010. "Aspects Regarding The Management Of A Research Concerning The Background Of Mobile Phone Brands’ Resistance To Change On The Market Of Durable Goods In Romania," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 2(1), pages 29-34, December.
    • Handle: RePEc:pcz:journl:v:2:y:2010:i:2:p:29-34
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    More about this item

    Keywords

    resistance to change; emotional costs; brand innovation; experience with the brand; price reductions;
    All these keywords.

    JEL classification:

    • A00 - General Economics and Teaching - - General - - - General
    • D00 - Microeconomics - - General - - - General
    • O00 - Economic Development, Innovation, Technological Change, and Growth - - General - - - General

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