The Analysis of the Importance of Branding Elements in the Romanian Music Industry

Yardena Vianu (), Mihaela Constantinescu () and Ștefan-Claudiu Căescu ()
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Yardena Vianu: The Bucharest University of Economic Studies
Mihaela Constantinescu: The Bucharest University of Economic Studies
Ștefan-Claudiu Căescu: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2018, vol. 1, issue 1, 263-272

Abstract: This paper focuses on the multiple ways of building a brand in the current music industry, with a focus on Romania. The main idea of this paper is to determine the opinions of music consumers toward the brand of a musician, in general, and then to build different models and alternatives to the ones proposed so far, both while taking into account the elements and the characteristics proposed until now, as well as the answers given by the respondents. The research will focus on: the analysis of general attitudes and consumer behavior, with regard to music and the view of the consumers towards native Romanian singers and international ones. Moreover, the brand of a singer, from the perspective of associating the brand itself with the image created and with the primordial characteristics that must be respected by a singer, in order for them to be appreciated by the consumers, will also be discussed.

Keywords: brand; music industry; consumer perception. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2018:i:1:p:263-272

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