STRENGTHS AND WEAKNESSES OF (INTER)NATIONAL BRANDS: IKEA, L’ORÉAL, STARBUCKS AND FORD, BASED ON THE OPINION OF CONSUMERS
In our everyday lives the presence of global brands is indisputable, as we decorate our homes with furnishings, purchase cosmetics to reverse the time, use services to make our everyday lives more enjoyable and purchase cars, all of which are available in several countries. It is also true that we...
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| Format: | Article |
| Language: | English |
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Studia Universitatis Babes-Bolyai
2020-03-01
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| Series: | Studia Universitatis Babeş-Bolyai Negotia |
| Subjects: | |
| Online Access: | http://193.231.18.162/index.php/subbnegotia/article/view/2500 |
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| author | Erika KULCSÁR Blanka BALÁZS Norbert BADI Csilla-Tima BEDER Ottilia OPRA Brigitta SZABÓ Nóra SZABÓ |
| author_facet | Erika KULCSÁR Blanka BALÁZS Norbert BADI Csilla-Tima BEDER Ottilia OPRA Brigitta SZABÓ Nóra SZABÓ |
| author_sort | Erika KULCSÁR |
| collection | DOAJ |
| description |
In our everyday lives the presence of global brands is indisputable, as we decorate our homes with furnishings, purchase cosmetics to reverse the time, use services to make our everyday lives more enjoyable and purchase cars, all of which are available in several countries. It is also true that we typically buy and use those products and services that contribute to our personal appearance and to the development of our personality. In addition, the country of origin of a given product/brand also plays an important role in our purchasing decision. There are products/brands that we immediately associate with a particular country and nation, but there are countries to which we cannot associate any product or brand. This paper analyses the consumer opinions of international brands that are strongly associated with a particular country. The objectives of the analyses are the following: to identify (1) the strengths - (2) weaknesses of IKEA, L’Oréal, Starbucks and Ford, (3) to identify those factors, based on the results, that have an important role in case of two (inter)national brands at least, even though they represent different products/services, and finally, (4) to describe the opinion of the participants.
JEL Classification: M31
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| first_indexed | 2024-03-08T16:44:57Z |
| format | Article |
| id | doaj.art-2f1bd580419e420c821f9df4e6f96f38 |
| institution | Directory Open Access Journal |
| issn | 2065-9636 |
| language | English |
| last_indexed | 2024-03-08T16:44:57Z |
| publishDate | 2020-03-01 |
| publisher | Studia Universitatis Babes-Bolyai |
| record_format | Article |
| series | Studia Universitatis Babeş-Bolyai Negotia |
| spelling | doaj.art-2f1bd580419e420c821f9df4e6f96f382024-01-05T09:42:26ZengStudia Universitatis Babes-BolyaiStudia Universitatis Babeş-Bolyai Negotia2065-96362020-03-0165110.24193/subbnegotia.2020.1.04STRENGTHS AND WEAKNESSES OF (INTER)NATIONAL BRANDS: IKEA, L’ORÉAL, STARBUCKS AND FORD, BASED ON THE OPINION OF CONSUMERSErika KULCSÁR0Blanka BALÁZS1Norbert BADI2Csilla-Tima BEDER3Ottilia OPRA4Brigitta SZABÓ5Nóra SZABÓ6Lecturer, PhD, Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania, e-mail: erika.kulcsar@econ.ubbcluj.roBachelor of Economics, Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania, e-mail: balazsblanka@yahoo.comBachelor of Economics, Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania, e-mail: mr_badinorbert@yahoo.comBachelor of Economics, Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania, e-mail: csillucytimike_beder@yahoo.comBachelor of Economics, Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania, e-mail: opraottici@yahoo.comBachelor of MBA, Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania, e-mail: szabobrige@gmail.comUndergraduate student in Economics, Faculty of Economics and Business Administration, Babes-Bolyai University, Cluj-Napoca, Romania, e-mail: sz.nori@yahoo.com In our everyday lives the presence of global brands is indisputable, as we decorate our homes with furnishings, purchase cosmetics to reverse the time, use services to make our everyday lives more enjoyable and purchase cars, all of which are available in several countries. It is also true that we typically buy and use those products and services that contribute to our personal appearance and to the development of our personality. In addition, the country of origin of a given product/brand also plays an important role in our purchasing decision. There are products/brands that we immediately associate with a particular country and nation, but there are countries to which we cannot associate any product or brand. This paper analyses the consumer opinions of international brands that are strongly associated with a particular country. The objectives of the analyses are the following: to identify (1) the strengths - (2) weaknesses of IKEA, L’Oréal, Starbucks and Ford, (3) to identify those factors, based on the results, that have an important role in case of two (inter)national brands at least, even though they represent different products/services, and finally, (4) to describe the opinion of the participants. JEL Classification: M31 http://193.231.18.162/index.php/subbnegotia/article/view/2500IKEA, L’Oréal, Starbucks, Ford, consumer opinion, strengths and weaknesses. |
| spellingShingle | Erika KULCSÁR Blanka BALÁZS Norbert BADI Csilla-Tima BEDER Ottilia OPRA Brigitta SZABÓ Nóra SZABÓ STRENGTHS AND WEAKNESSES OF (INTER)NATIONAL BRANDS: IKEA, L’ORÉAL, STARBUCKS AND FORD, BASED ON THE OPINION OF CONSUMERS Studia Universitatis Babeş-Bolyai Negotia IKEA, L’Oréal, Starbucks, Ford, consumer opinion, strengths and weaknesses. |
| title | STRENGTHS AND WEAKNESSES OF (INTER)NATIONAL BRANDS: IKEA, L’ORÉAL, STARBUCKS AND FORD, BASED ON THE OPINION OF CONSUMERS |
| title_full | STRENGTHS AND WEAKNESSES OF (INTER)NATIONAL BRANDS: IKEA, L’ORÉAL, STARBUCKS AND FORD, BASED ON THE OPINION OF CONSUMERS |
| title_fullStr | STRENGTHS AND WEAKNESSES OF (INTER)NATIONAL BRANDS: IKEA, L’ORÉAL, STARBUCKS AND FORD, BASED ON THE OPINION OF CONSUMERS |
| title_full_unstemmed | STRENGTHS AND WEAKNESSES OF (INTER)NATIONAL BRANDS: IKEA, L’ORÉAL, STARBUCKS AND FORD, BASED ON THE OPINION OF CONSUMERS |
| title_short | STRENGTHS AND WEAKNESSES OF (INTER)NATIONAL BRANDS: IKEA, L’ORÉAL, STARBUCKS AND FORD, BASED ON THE OPINION OF CONSUMERS |
| title_sort | strengths and weaknesses of inter national brands ikea l oreal starbucks and ford based on the opinion of consumers |
| topic | IKEA, L’Oréal, Starbucks, Ford, consumer opinion, strengths and weaknesses. |
| url | http://193.231.18.162/index.php/subbnegotia/article/view/2500 |
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