A website brand analysis of Romanian companies from automotive industry
The present study proposes an innovative analytical approach on branding and cultural concepts, looking at the correlation between them and the way the culture has an important contribution to the brand strategy of an organization. This pilot study has strictly focused on branding in the online env...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Transilvania University of Brasov Publishing House
2017-07-01
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| Series: | Bulletin of the Transilvania University of Braşov: Series VII: Social Sciences, Law |
| Subjects: | |
| Online Access: | http://webbut.unitbv.ro/Bulletin/Series%20VII/2017/BULETIN%20I%20PDF/19_Briciu.pdf |
| _version_ | 1797966109163388928 |
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| author | A. BRICIU V.-A. BRICIU A.-M. PILIPINSCHI |
| author_facet | A. BRICIU V.-A. BRICIU A.-M. PILIPINSCHI |
| author_sort | A. BRICIU |
| collection | DOAJ |
| description | The present study proposes an innovative analytical approach on
branding and cultural concepts, looking at the correlation between them and the way the culture has an important contribution to the brand strategy of an organization. This pilot study has strictly focused on branding in the online environment and the objective of the research consists in applying the content analysis method on the official brand websites of different organizations, having a corpus of 50 companies in automotive industry, with the subsidiaries activating in Romania. The research instrument (i.e., the analysis coding scheme) evolved having as reference the cultural dimensions defined and presented by Geert Hofstede and adapted to the online environment. |
| first_indexed | 2024-04-11T02:09:27Z |
| format | Article |
| id | doaj.art-4baec6cf13734634bdfed9b16173be30 |
| institution | Directory Open Access Journal |
| issn | 2066-7701 2066-771X |
| language | English |
| last_indexed | 2024-04-11T02:09:27Z |
| publishDate | 2017-07-01 |
| publisher | Transilvania University of Brasov Publishing House |
| record_format | Article |
| series | Bulletin of the Transilvania University of Braşov: Series VII: Social Sciences, Law |
| spelling | doaj.art-4baec6cf13734634bdfed9b16173be302023-01-03T02:23:19ZengTransilvania University of Brasov Publishing HouseBulletin of the Transilvania University of Braşov: Series VII: Social Sciences, Law2066-77012066-771X2017-07-0110(59)1133142A website brand analysis of Romanian companies from automotive industryA. BRICIU0V.-A. BRICIU1A.-M. PILIPINSCHI2Transilvania University of Braşov, RomaniaTransilvania University of Braşov, RomaniaTransilvania University of Braşov, RomaniaThe present study proposes an innovative analytical approach on branding and cultural concepts, looking at the correlation between them and the way the culture has an important contribution to the brand strategy of an organization. This pilot study has strictly focused on branding in the online environment and the objective of the research consists in applying the content analysis method on the official brand websites of different organizations, having a corpus of 50 companies in automotive industry, with the subsidiaries activating in Romania. The research instrument (i.e., the analysis coding scheme) evolved having as reference the cultural dimensions defined and presented by Geert Hofstede and adapted to the online environment.http://webbut.unitbv.ro/Bulletin/Series%20VII/2017/BULETIN%20I%20PDF/19_Briciu.pdfculturebrandvirtual environmentWeb 2.0automotive industry |
| spellingShingle | A. BRICIU V.-A. BRICIU A.-M. PILIPINSCHI A website brand analysis of Romanian companies from automotive industry Bulletin of the Transilvania University of Braşov: Series VII: Social Sciences, Law culture brand virtual environment Web 2.0 automotive industry |
| title | A website brand analysis of Romanian companies from automotive industry |
| title_full | A website brand analysis of Romanian companies from automotive industry |
| title_fullStr | A website brand analysis of Romanian companies from automotive industry |
| title_full_unstemmed | A website brand analysis of Romanian companies from automotive industry |
| title_short | A website brand analysis of Romanian companies from automotive industry |
| title_sort | website brand analysis of romanian companies from automotive industry |
| topic | culture brand virtual environment Web 2.0 automotive industry |
| url | http://webbut.unitbv.ro/Bulletin/Series%20VII/2017/BULETIN%20I%20PDF/19_Briciu.pdf |
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