The European Union brand and its appeal to young Europeans – an in-depth perspective from Romanian student
In the context of globalization and economic crisis, the European Union is facing a series of challenges on a political, economic and identity level, due to the fact that the pillars on which the EU stands no longer satisfy the demands and necessities of the European citizens (Dobrescu and Palada, 2...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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General Association of Economists from Romania
2015-09-01
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| Series: | Theoretical and Applied Economics |
| Subjects: | |
| Online Access: |
http://store.ectap.ro/articole/1113.pdf
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| _version_ | 1819075406442004480 |
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| author | Alina-Daniela MIHALCEA Alexandra VIȚELAR |
| author_facet | Alina-Daniela MIHALCEA Alexandra VIȚELAR |
| author_sort | Alina-Daniela MIHALCEA |
| collection | DOAJ |
| description | In the context of globalization and economic crisis, the European Union is facing
a series of challenges on a political, economic and identity level, due to the fact that the
pillars on which the EU stands no longer satisfy the demands and necessities of the
European citizens (Dobrescu and Palada, 2012; Habermas, 2012). As a result, “the
foundational myth of the European Union as a vehicle for peace, stability and economic
growth is apparently losing its appeal, particularly among younger generations of
Europeans” (Kaina and Karolewski, 2009, p. 35). The youth represents an important
resource for the European Union and at the same time a major concern, taking into
consideration the political and economic trends that have determined them to experience
“a general crisis of trust and values” (Future Lab Europe, 2013, p. 7).
Therefore, this paper aims to identify the way in which European identity is defined in the
case of Romanian students. Our main concern is to understand what is determining them to
act and feel as members of the European community and, essentially, to identify or not with
the EU brand. In this regard, we used a qualitative approach to explore whether the
attachment to the European Union is grounded on emotional or utilitarian bonds by taking
into consideration the following aspects: attitudes towards the European Union, values,
identity markers of the EU brand. Results of the study indicate that at this point, the EU
brand has a major scarcity of substance and relevance for Romanian students. |
| first_indexed | 2024-12-21T18:24:54Z |
| format | Article |
| id | doaj.art-1fea5034c30948c8942dd66545a438d4 |
| institution | Directory Open Access Journal |
| issn | 1841-8678 1844-0029 |
| language | English |
| last_indexed | 2024-12-21T18:24:54Z |
| publishDate | 2015-09-01 |
| publisher | General Association of Economists from Romania |
| record_format | Article |
| series | Theoretical and Applied Economics |
| spelling | doaj.art-1fea5034c30948c8942dd66545a438d42022-12-21T18:54:25ZengGeneral Association of Economists from RomaniaTheoretical and Applied Economics1841-86781844-00292015-09-01XXII310111018418678The European Union brand and its appeal to young Europeans – an in-depth perspective from Romanian studentAlina-Daniela MIHALCEA0Alexandra VIȚELAR1 National University of Political Studies and Public Administration, Bucharest, Romania National University of Political Studies and Public Administration, Bucharest, Romania In the context of globalization and economic crisis, the European Union is facing a series of challenges on a political, economic and identity level, due to the fact that the pillars on which the EU stands no longer satisfy the demands and necessities of the European citizens (Dobrescu and Palada, 2012; Habermas, 2012). As a result, “the foundational myth of the European Union as a vehicle for peace, stability and economic growth is apparently losing its appeal, particularly among younger generations of Europeans” (Kaina and Karolewski, 2009, p. 35). The youth represents an important resource for the European Union and at the same time a major concern, taking into consideration the political and economic trends that have determined them to experience “a general crisis of trust and values” (Future Lab Europe, 2013, p. 7). Therefore, this paper aims to identify the way in which European identity is defined in the case of Romanian students. Our main concern is to understand what is determining them to act and feel as members of the European community and, essentially, to identify or not with the EU brand. In this regard, we used a qualitative approach to explore whether the attachment to the European Union is grounded on emotional or utilitarian bonds by taking into consideration the following aspects: attitudes towards the European Union, values, identity markers of the EU brand. Results of the study indicate that at this point, the EU brand has a major scarcity of substance and relevance for Romanian students. http://store.ectap.ro/articole/1113.pdf brandingEuropean identityEuropeanizationEuropean citizenship |
| spellingShingle | Alina-Daniela MIHALCEA Alexandra VIȚELAR The European Union brand and its appeal to young Europeans – an in-depth perspective from Romanian student Theoretical and Applied Economics branding European identity Europeanization European citizenship |
| title | The European Union brand and its appeal to young Europeans – an in-depth perspective from Romanian student |
| title_full | The European Union brand and its appeal to young Europeans – an in-depth perspective from Romanian student |
| title_fullStr | The European Union brand and its appeal to young Europeans – an in-depth perspective from Romanian student |
| title_full_unstemmed | The European Union brand and its appeal to young Europeans – an in-depth perspective from Romanian student |
| title_short | The European Union brand and its appeal to young Europeans – an in-depth perspective from Romanian student |
| title_sort | european union brand and its appeal to young europeans an in depth perspective from romanian student |
| topic | branding European identity Europeanization European citizenship |
| url |
http://store.ectap.ro/articole/1113.pdf
|
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