A Website Brand Analysis of Romanian Companies from “Automotive” Industry

Abstract

The present study proposes an innovative analytical approach to branding and cultural concepts, looking at the correlation between them and the way culture has an important contribution to the brand strategy of an organization. This pilot study has strictly focused on branding in the online environment and the objective of the research consists in applying the content analysis method on the official brand websites of different organizations, having a corpus of 50 companies in the automotive industry, with the subsidiaries activating in Romania. The research instrument (i.e., the analysis coding scheme) evolved having as a reference the cultural dimensions defined and presented by Geert Hofstede and adapted to the online environment.