ASPECTS REGARDING THE MANAGEMENT OF A RESEARCH CONCERNING THE BACKGROUND OF MOBILE PHONE BRANDS’ RESISTANCE TO CHANGE ON THE MARKET OF DURABLE GOODS IN ROMANIA

Ramona Cucea (), Filimon Stremtan and Larisa-Loredana Dragolea ()
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Ramona Cucea: University of Cluj Napoca
Filimon Stremtan: University of Alba Iulia

Polish Journal of Management Studies, 2010, vol. 2, issue 1, 29-34

Abstract: This article puts forward the theoretical presentation of the steps/stages taken during a research that aims to identify the degree of resistance to change of mobile phones on the market of durable goods in Romania. The actual research will be conducted on the model presented in this study. The consumers’ resistance to changing the brand is determined by the perception of the emotional costs, the experience with the brand, the perception of the services provided by the supplier of the brand, price reductions, brand innovation and learning costs.

Keywords: resistance to change; emotional costs; brand innovation; experience with the brand; price reductions (search for similar items in EconPapers)
JEL-codes: A00 D00 O00 (search for similar items in EconPapers)
Date: 2010
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