Revista Română de Marketing

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Numărul curent 4/2016 [Volume 11, Issue 4] (octombrie-decembrie)

1. Ce factori influenţează percepţiile referitoare la utilitatea review-urilor? // What factors influence the perceptions of review helpfulness?
Rezumat:Scopul acestui articol este de a identifica stadiul actual al cunoaşterii referitoare la factorii care influenţează utilitatea percepută a review-urilor online sau moderează această influenţă. Principalele obiective sunt următoarele: (i) să identifice baza teoretică a cercetărilor; (ii) să determine cei mai importanţi factori ce influenţează utilitatea review-urilor online, din perspectiva consumatorilor; (iii) să precizeze factorii care moderează influenţa altor variabile asupra utilităţii review-urilor. Articolul oferă o perspectivă sistematică asupra stadiului actual al cercetării şi asupra implicaţiilor pentru cercetători şi practicieni.
 
 
The goal of this article is to identify the present state of knowledge relative to the factors that influence or moderate the influence on perceived helpfulness of online reviews. The major objectives are: (i) to identify the theoretical background of the research studies; (ii) to determine the most important factors that influence the helpfulness of an online review from the consumer perspective; (iii) to uncover the factors that moderate the influence of other variables on the review helpfulness. The article provides a systematic view of the present stage of research and of the implications for researchers and practitioners. 
Autor(i):Carmen BĂLAN
Publicat în:Revista Română de Marketing 4/2016 [Volume 11, Issue 4] (octombrie-decembrie)
Cod citare:7740
2. The Impact of the Educational Services Quality on the Satisfaction of the Students, Empirical Study Based on the Al-Rafidain Private University College Students
Rezumat:This study aims to prove the impact of the quality of educational services upon the satisfaction of the students of the Al-Rafidain Private University College. In order to achieve the objectives of the study, the researcher created a questionnaire with 28 questions, in order to collect primary data from the students of the Al-Rafidain Private University College. In light of these aspects, the data was collected and analyzed, after which the hypotheses were tested. The main conclusions of the study indicated that high levels of the quality of educational services reflect the increase of the student’s satisfaction. Additionally, the study indicated the fact that there is a significant statistical impact of the quality of educational services upon students’ satisfaction of the Al-Rafidain Private University College, at a rate of 0.05%. The study provides recommendations among which the continuation of the College, for the confirmation of the commitments and of the continuous development of the educational plan and the improvement of the programs adopted by the College, to increase the level of the educational processes’ quality.
Autor(i):Zaid AL-DULAIMI, Zaki BHAYA, Basim JASSMY
Publicat în:Revista Română de Marketing 4/2016 [Volume 11, Issue 4] (octombrie-decembrie)
Cod citare:7741
3. Efecte moderatoare asupra atenției la reclame – credibilitatea mediului ca și un stimulent important pentru răspunsul consumatorului // Moderating effects on attention to ads – medium credibility as an important incentive to consumer response
Rezumat:Creativitatea în publicitate este un subiect important și controversat atât pentru cercetători, cât și pentru profesioniști. Această cercetare se concentrează asupra măsurării impactului factorilor direcți și moderatori ai eficacității reclamelor. Rezultatele sugerează că un mediu de publicitate credibil ar putea fi o unealtă de valoare pentru companii în obținerea unor răspunsuri viabile și favorabile din partea consumatorilor. Pentru a susține acest argument, rezultatele acestui studiu arată că o reclamă originală plasată într-un context neconvențional atrage cel mai mult atenția consumatorilor, chiar dacă reclama nu este percepută ca fiind foarte relevantă.
 

Advertising creativity is a powerful and controversial topic both for researchers and professionals. The present research focuses on measuring the impact of direct and moderating factors on advertising effectiveness. The findings suggest that a credible advertising medium could be a valuable tool for companies in getting viable and favourable responses from consumers. To support this argument, the results of the present study show that an original ad placed in an unconventional context is the utmost driver of consumers’ attention, even if the ad is not perceived as being very relevant. 
Autor(i):Andreea-Ioana ROMONŢI-MANIU, Monica-Maria ZAHARIE, Ioan PLĂIAŞ
Publicat în:Revista Română de Marketing 4/2016 [Volume 11, Issue 4] (octombrie-decembrie)
Cod citare:7742
4. Comparing Global Brand and Country of Origin Cues
Rezumat:This study compares two prominent cues used in product evaluations. It examines the existence of country of origin effects and evaluates its impact in comparison to that of a global brand. The respondents were young Indians. Using a fictitious brand name, and using a 2 x 2 experimental design setup to collect data, the product category of laptops was investigated to address the research question. Results indicate that both brand name and country of origin effects are relevant for evaluative purposes. It is inferred that overall evaluation of a global brand overrides the country of origin effects.
Autor(i):Ritesh TIWARI
Publicat în:Revista Română de Marketing 4/2016 [Volume 11, Issue 4] (octombrie-decembrie)
Cod citare:7743

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