An Empirical and Exploratory Investigation of Romania’s Country Brand Image
An Empirical and Exploratory Investigation of Romania’s Country Brand Image

Summary/Abstract: The objective of this research was to depict the country brand image of Romania as reflected by foreigners‘ perception regarding some of its main country brand constituencies: the people, the country as origin of products, governance, politics, tourism, culture, investment potential and attractiveness, and, respectively, living conditions. The nature of the research was basically exploratory and empirical, while the research method consisted in an online questionnaire based survey. The results showed that a significant part of those investigated had no opinion or no clear image regarding several dimensions of Romania‘s country brand image. In almost each brand image category there are certain aspects that are more or much positively perceived that the others: Romanians are associated to attributes like friendliness and hospitability, Romanian products are considered as being cheap, Romania is perceived as a democratic country, and it is viewed as having tourism attractions and a rich historical past. Unfortunately, there are more aspects in which Romania is poorly or mediocrely rated such as: people‘s tidiness, honesty, manners or civilization, the quality and innovation of products, the country‘s governance and management, the transportation infrastructure, the tourism facilities, business opportunities, living standards, health services etc.

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