In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandi... more In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandising, training and coaching services, broadcasting, etc.), the branding process requires a very dedicated approach in terms of product’s characteristics, customer profile and market particularities. This article presents the branding process of an athlete, considering a transition from the classical model to a more sophisticated one, in which the brand dimensions are adapted to the nowadays importance of social media and social interactions. Before presenting the results of a qualitative research on Romanian athletes’ image, the article will highlight the usefulness of measuring athlete brand image both for the athlete and the sponsor/endorser.
Strategic marketing planning requires that the marketing objectives strategies for a specific pro... more Strategic marketing planning requires that the marketing objectives strategies for a specific product-market configuration be in full correlation with the directions and the resources allocated at the corporate level or at the strategic business unit one. Such a correlation is more than necessary under the current market conditions, when the economic crisis affects both consumer behavior and corporate decisions. This article focuses on the particularities of strategic marketing planning in sport, given the fact that the vast majority of sports organizations in Romania, although very active on the reference market, do not have a marketing activity correlated with the medium and long term market needs. One of these needs refers to quality of life improvement, knowing that sport activities have positive influence on many dimensions of quality of life, such as health, education, social inclusion, relaxation and leisure. The improvement within the population participation in sport (both ...
The present paper describes a marketing experiment which studied the influence of music on advert... more The present paper describes a marketing experiment which studied the influence of music on advertising. It was shown that with the help of music, ads can be viewed for longer periods, demonstrating once again that humans are rational beings, as well as emotional and hedonistic, in the sense that they make choices and take decisions according to their feelings. People choose a brand as per the values that the brand represents, if it matches the customer’s personality and based on the experience the brand has to offer. Considering that preferences ease the process that allows the brand to be permanently encrypted in the mind of consumers, the hypothesis of the present research states that the more a person associates the brand with individual preferences, such as musical ones, the more he will watch the ads playing that specific music. The methodology used throughout the experiment sought to observe changes in consumer behavior when they are subjected to different musical genres while...
The paper presents the results of a secondary data analysis examining Polish tourists’ perception... more The paper presents the results of a secondary data analysis examining Polish tourists’ perceptions of service quality offered by summer resort hotels in Romania. The researchers examined tourists’ comments regarding their satisfaction with their holiday experience in Romania presented on Polish leading travel websites over last years. Comparing to other countries, Romania is not among popular package holiday destinations and it is not promoted sufficiently in Polish market, however, more and more tourists might show their interest in visiting Romania. Assuming the further increase in the number of Polish travelers spending their holidays in Romania, the analysis of tourists’ opinions on tourism product quality will enable a more effective response to customers’ needs. The aim of the present research was to analyze tourists’ comments and opinions regarding their holiday experience in summer resort hotels in Romania in order to identify positive experiences as well as areas of tourist...
Rezumat. Întrucât mulţi dintre factorii care influenţează calitatea vieţii au atât o dimensiune t... more Rezumat. Întrucât mulţi dintre factorii care influenţează calitatea vieţii au atât o dimensiune transnaţională, cât şi una naţională, în ultimii patru ani studiile privind calitatea vieţii iau în considerare şi influenţa crizei economice asupra respectivului fenomen. Dimensiunile calităţii vieţii sunt analizate din perspectiva evoluţiei indicatorilor economici pe parcursul anilor de criză, precum şi din punct de vedere al percepţiei indivizilor asupra calităţii vieţii în contextul crizei economice. Prezentul articol evidenţiază modificările survenite în cazul studiilor privind calitatea vieţii ca urmare a influenţei crizei economice. Analiza este făcută la nivelul obiectivelor cercetării, a indicatorilor de măsurare, a modului de analiză a informaţiilor obţinute din cercetare, precum şi metodologiei de realizare a acesteia. Principala consecinţă a crizei economice în cadrul studiilor privind calitatea vieţii se referă la faptul că acestea sunt proiectate de aşa natură încât să răspu...
This paper addresses quality of life from a marketing perspective; therefore the concept is defin... more This paper addresses quality of life from a marketing perspective; therefore the concept is defined as the manner in which socioeconomic conditions respond to the expectations and needs of the individual, thus leading to a certain degree of satisfaction. From all the quality of life dimensions and indicators, the present article focuses on the correlation between quality of life and sports, presenting the results of a primary research that analyzed the Romanian consumer’s perception on quality of life – sport relationship. The main and perhaps the most important conclusion of this research is that sport is mentioned as the main way to improve quality of life, showing that in the human consciousness there is a direct link between sport and a better life, but this connection must be activated at the behavioral level. This can be done by a marketing strategy that takes into account the quality of life dimensions that were identified both by theoreticians, and by population as being rel...
In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandi... more In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandising, training and coaching services, broadcasting, etc.), the branding process requires a very dedicated approach in terms of product’s characteristics, customer profile and market particularities. This article presents the branding process of an athlete, considering a transition from the classical model to a more sophisticated one, in which the brand dimensions are adapted to the nowadays importance of social media and social interactions. Most of the specialized literature is focused on the core dimensions of the athlete’s brand (athletic performance, outside the court lifestyle and physical appearance). However, we can see that athletes with the same theoretical core dimensions have very different images, thus leading to the idea that there’s more to building the athlete’s brand than previously shown. Before presenting the results of a qualitative research on Romanian athletes’ image...
Since many of the factors influencing quality of life have both a transnational and a national di... more Since many of the factors influencing quality of life have both a transnational and a national dimension, in the last four years quality of life studies consider also the influence of the economic crisis on that phenomenon. Quality of life dimensions are analyzed from the perspective of economic indicators evolution during the crisis years, but also in terms of individual
City life has become the norm for most of the global population and building sustainable cities i... more City life has become the norm for most of the global population and building sustainable cities is a growing trend, together with an increased focus on healthier lifestyles in urban settings. Given this framework, the concept of ‘rurbanization’ is gaining momentum as more and more people are interested in bringing natural green spaces within the urban setting. For this purpose, a research (online survey on a sample of 500 respondents) was developed to discover youths’ perceptions on what a sustainable city means, their perspectives on the urbanization problems, and willingness to take action towards improving the green aspects of their urban life. Results revealed that sustainable life perception vary a lot across the young generation, but opinions on what are the city life issues tend to converge to similar points, such as air quality, disconnection with nature, greenhouse effect, urban heat islands, and water quality. When it comes to rurbanization solutions for a greener urban li...
Considering the imperative need for sustainable urban development, this article argues for increa... more Considering the imperative need for sustainable urban development, this article argues for increased citizen participation in the decision-making process, as it generates better outcomes (due to a wider range of perspectives) and also makes people better citizens, as they will be partially responsible for the results. One major dimension of urban areas’ which needs a sustainable development is represented by parks, which can be directly associated to citizens’ quality of life (QoL). Thus, we have conducted direct research (face-to-face interviews) of park visitors in order to analyze the perceived impact of green areas on their quality of life. From all the QoL dimensions, we have selected six which are directly linked to park visits—health (mental and physical), social interaction, education and culture, family life, freedom, and connection with nature—in order to determine the perceived degree of association between them, as well as the specific activities done in the park that im...
International Journal of Economic Practices and Theories, Apr 1, 2012
ABSTRACT Quality of life (QoL) can be defined as the individual's subjective perception o... more ABSTRACT Quality of life (QoL) can be defined as the individual's subjective perception on objective conditions related to welfare and standard of living. This perception is at the base of most decisions that individuals make regarding consumption and purchase, therefore marketing specialists should take it into consideration when developing the product, establishing the price, design the distribution system and the communicational strategy. Although most relevant links between marketing and quality of life appear in theory only in the last two decades, the marketing activity has always been influenced by changes in the perception of individuals and society regarding the standard of living and wellbeing. Even more visible is the influence on social marketing, given that this is an area of marketing that is concerned especially with society's problems, trying to promote a responsible behaviour for firms and citizens, in order to increase the level of satisfaction with every aspect of life. This article presents how the dimensions of quality of life influenced the development of various specializations of social marketing.
In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandi... more In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandising, training and coaching services, broadcasting, etc.), the branding process requires a very dedicated approach in terms of product’s characteristics, customer profile and market particularities. This article presents the branding process of an athlete, considering a transition from the classical model to a more sophisticated one, in which the brand dimensions are adapted to the nowadays importance of social media and social interactions. Before presenting the results of a qualitative research on Romanian athletes’ image, the article will highlight the usefulness of measuring athlete brand image both for the athlete and the sponsor/endorser.
Strategic marketing planning requires that the marketing objectives strategies for a specific pro... more Strategic marketing planning requires that the marketing objectives strategies for a specific product-market configuration be in full correlation with the directions and the resources allocated at the corporate level or at the strategic business unit one. Such a correlation is more than necessary under the current market conditions, when the economic crisis affects both consumer behavior and corporate decisions. This article focuses on the particularities of strategic marketing planning in sport, given the fact that the vast majority of sports organizations in Romania, although very active on the reference market, do not have a marketing activity correlated with the medium and long term market needs. One of these needs refers to quality of life improvement, knowing that sport activities have positive influence on many dimensions of quality of life, such as health, education, social inclusion, relaxation and leisure. The improvement within the population participation in sport (both ...
The present paper describes a marketing experiment which studied the influence of music on advert... more The present paper describes a marketing experiment which studied the influence of music on advertising. It was shown that with the help of music, ads can be viewed for longer periods, demonstrating once again that humans are rational beings, as well as emotional and hedonistic, in the sense that they make choices and take decisions according to their feelings. People choose a brand as per the values that the brand represents, if it matches the customer’s personality and based on the experience the brand has to offer. Considering that preferences ease the process that allows the brand to be permanently encrypted in the mind of consumers, the hypothesis of the present research states that the more a person associates the brand with individual preferences, such as musical ones, the more he will watch the ads playing that specific music. The methodology used throughout the experiment sought to observe changes in consumer behavior when they are subjected to different musical genres while...
The paper presents the results of a secondary data analysis examining Polish tourists’ perception... more The paper presents the results of a secondary data analysis examining Polish tourists’ perceptions of service quality offered by summer resort hotels in Romania. The researchers examined tourists’ comments regarding their satisfaction with their holiday experience in Romania presented on Polish leading travel websites over last years. Comparing to other countries, Romania is not among popular package holiday destinations and it is not promoted sufficiently in Polish market, however, more and more tourists might show their interest in visiting Romania. Assuming the further increase in the number of Polish travelers spending their holidays in Romania, the analysis of tourists’ opinions on tourism product quality will enable a more effective response to customers’ needs. The aim of the present research was to analyze tourists’ comments and opinions regarding their holiday experience in summer resort hotels in Romania in order to identify positive experiences as well as areas of tourist...
Rezumat. Întrucât mulţi dintre factorii care influenţează calitatea vieţii au atât o dimensiune t... more Rezumat. Întrucât mulţi dintre factorii care influenţează calitatea vieţii au atât o dimensiune transnaţională, cât şi una naţională, în ultimii patru ani studiile privind calitatea vieţii iau în considerare şi influenţa crizei economice asupra respectivului fenomen. Dimensiunile calităţii vieţii sunt analizate din perspectiva evoluţiei indicatorilor economici pe parcursul anilor de criză, precum şi din punct de vedere al percepţiei indivizilor asupra calităţii vieţii în contextul crizei economice. Prezentul articol evidenţiază modificările survenite în cazul studiilor privind calitatea vieţii ca urmare a influenţei crizei economice. Analiza este făcută la nivelul obiectivelor cercetării, a indicatorilor de măsurare, a modului de analiză a informaţiilor obţinute din cercetare, precum şi metodologiei de realizare a acesteia. Principala consecinţă a crizei economice în cadrul studiilor privind calitatea vieţii se referă la faptul că acestea sunt proiectate de aşa natură încât să răspu...
This paper addresses quality of life from a marketing perspective; therefore the concept is defin... more This paper addresses quality of life from a marketing perspective; therefore the concept is defined as the manner in which socioeconomic conditions respond to the expectations and needs of the individual, thus leading to a certain degree of satisfaction. From all the quality of life dimensions and indicators, the present article focuses on the correlation between quality of life and sports, presenting the results of a primary research that analyzed the Romanian consumer’s perception on quality of life – sport relationship. The main and perhaps the most important conclusion of this research is that sport is mentioned as the main way to improve quality of life, showing that in the human consciousness there is a direct link between sport and a better life, but this connection must be activated at the behavioral level. This can be done by a marketing strategy that takes into account the quality of life dimensions that were identified both by theoreticians, and by population as being rel...
In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandi... more In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandising, training and coaching services, broadcasting, etc.), the branding process requires a very dedicated approach in terms of product’s characteristics, customer profile and market particularities. This article presents the branding process of an athlete, considering a transition from the classical model to a more sophisticated one, in which the brand dimensions are adapted to the nowadays importance of social media and social interactions. Most of the specialized literature is focused on the core dimensions of the athlete’s brand (athletic performance, outside the court lifestyle and physical appearance). However, we can see that athletes with the same theoretical core dimensions have very different images, thus leading to the idea that there’s more to building the athlete’s brand than previously shown. Before presenting the results of a qualitative research on Romanian athletes’ image...
Since many of the factors influencing quality of life have both a transnational and a national di... more Since many of the factors influencing quality of life have both a transnational and a national dimension, in the last four years quality of life studies consider also the influence of the economic crisis on that phenomenon. Quality of life dimensions are analyzed from the perspective of economic indicators evolution during the crisis years, but also in terms of individual
City life has become the norm for most of the global population and building sustainable cities i... more City life has become the norm for most of the global population and building sustainable cities is a growing trend, together with an increased focus on healthier lifestyles in urban settings. Given this framework, the concept of ‘rurbanization’ is gaining momentum as more and more people are interested in bringing natural green spaces within the urban setting. For this purpose, a research (online survey on a sample of 500 respondents) was developed to discover youths’ perceptions on what a sustainable city means, their perspectives on the urbanization problems, and willingness to take action towards improving the green aspects of their urban life. Results revealed that sustainable life perception vary a lot across the young generation, but opinions on what are the city life issues tend to converge to similar points, such as air quality, disconnection with nature, greenhouse effect, urban heat islands, and water quality. When it comes to rurbanization solutions for a greener urban li...
Considering the imperative need for sustainable urban development, this article argues for increa... more Considering the imperative need for sustainable urban development, this article argues for increased citizen participation in the decision-making process, as it generates better outcomes (due to a wider range of perspectives) and also makes people better citizens, as they will be partially responsible for the results. One major dimension of urban areas’ which needs a sustainable development is represented by parks, which can be directly associated to citizens’ quality of life (QoL). Thus, we have conducted direct research (face-to-face interviews) of park visitors in order to analyze the perceived impact of green areas on their quality of life. From all the QoL dimensions, we have selected six which are directly linked to park visits—health (mental and physical), social interaction, education and culture, family life, freedom, and connection with nature—in order to determine the perceived degree of association between them, as well as the specific activities done in the park that im...
International Journal of Economic Practices and Theories, Apr 1, 2012
ABSTRACT Quality of life (QoL) can be defined as the individual's subjective perception o... more ABSTRACT Quality of life (QoL) can be defined as the individual's subjective perception on objective conditions related to welfare and standard of living. This perception is at the base of most decisions that individuals make regarding consumption and purchase, therefore marketing specialists should take it into consideration when developing the product, establishing the price, design the distribution system and the communicational strategy. Although most relevant links between marketing and quality of life appear in theory only in the last two decades, the marketing activity has always been influenced by changes in the perception of individuals and society regarding the standard of living and wellbeing. Even more visible is the influence on social marketing, given that this is an area of marketing that is concerned especially with society's problems, trying to promote a responsible behaviour for firms and citizens, in order to increase the level of satisfaction with every aspect of life. This article presents how the dimensions of quality of life influenced the development of various specializations of social marketing.
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Papers by Mihaela Constantinescu