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<cfResPublId>ibn-ResPubl-140209</cfResPublId>
<cfResPublDate>2021-10-13</cfResPublDate>
<cfVol>117</cfVol>
<cfIssue>3</cfIssue>
<cfStartPage>62</cfStartPage>
<cfISSN>1810-9136</cfISSN>
<cfURI>https://ibn.idsi.md/ro/vizualizare_articol/140209</cfURI>
<cfTitle cfLangCode='RO' cfTrans='o'>Imaginea brandurilor autohtone Iuvas, Maicom și Vasconi prin prisma indicatorului Net Promoter Score</cfTitle>
<cfKeyw cfLangCode='RO' cfTrans='o'>imagine; brand; evaluare; Net Promoter Score; loialitate; avantaj competitiv; image; brand; evaluation; Net
Promoter Score; loyalty; Competitive advantage</cfKeyw>
<cfAbstr cfLangCode='RO' cfTrans='o'><p>Articolul prezintă evoluția industriei ușoare a Republicii Moldova, din ultimii 15 ani, și anume a sectorului de confecții, prin analiza imaginii brandurilor autohtone de vestimentație Iuvas, Maicom și Vasconi, reflectată prin indicatorul Net Promoter Score (NPS). Urmărind crearea unei culturi organizaționale centrate pe c&acirc;știgarea loialității consumatorilor și inspirarea angajaților pentru sporirea profitabilității companiei, indicatorul NPS reprezintă o metodă eficientă de măsurare a felului &icirc;n care o companie tratează oamenii cu care interacționează. &Icirc;n urma studiului, nici unul din cele trei branduri nu au obținut un scor pozitiv, fapt ce evidențiază necesitatea sporită din partea acestor branduri de a-și &icirc;mbunătăți eforturile de marketing. Cu un NPS negativ, o companie e nevoită să investească mai multe resurse &icirc;n activitățile de marketing pentru a achiziționa consumatori noi, fapt ce reduce competitivitatea acesteia pe piață.</p></cfAbstr>
<cfAbstr cfLangCode='EN' cfTrans='o'><p>This article presents the evolution of the light industry of the Republic of Moldova in the last 15 years, namely the clothing sector, by analyzing the image of the local clothing brands Iuvas, Maicom and Vasconi, reflected by the Net Promoter Score (NPS) indicator. Aiming to create an organizational culture, focused on gaining consumer loyalty and inspiring employees to increase company profitability, the NPS indicator is an effective way of measuring how a company treats the people it interacts with. None of the three brands scored positively in the survey, which shows a considerable increase in marketing efforts. With a negative NPS, a company must invest more resources in marketing activities to acquire new customers, which reduces its competitiveness in the market.</p></cfAbstr>
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