THE INFLUENCE OF COUNTRY IMAGE ON PRODUCT BRAND IN THE
ROMANIAN SHOES INDUSTRY

Carmen Adina Paştiu, “1 Decembrie 1918” University of Alba Iulia, Romania
Maria Mureșan, “1 Decembrie 1918” University of Alba Iulia, Romania

ABSTRACT The current research study aims to analyze and identify the impact of the consumers’
perception on the brand image in the case of Romanian shoes products. The authors’ goal was
that of shaping a multifactor model which underlies the consumers’ behavior on the brand image
of a product. The study also provides top management strands of the Romanian light industry
enterprises. The research is based on a study conducted in Romania shoes products. The
quantitative research has been carried out using the online questionnaire consisting in: brand
awareness, perceived quality, and brand loyalty dimensions. Analyzing the results of the present
research there has been outlined a multifactor model showing the influence of the country image
on shoes brands. The findings confirm the assumptions that the country's image has a crucial role
on the consumer’s behavior in choosing different brands of shoes.

Keywords: country brand image, brand image, product quality, consumers’ loyalty

JEL Codes:M31,M30