Bogdan Patrut

BRAND - Broad Research in Accounting, Negotiations, and Distribution aims to make an agora of different experts in economics, social and political sciences. We expect articles from experts in different scientific and practical fields, like accounting, marketing, management, economics, trade, trade law, finance, operations research, optimization, graph theory, game theory, voting, political communication, sociology etc. 

Our journal contains peer-reviewed articles. These should be original and unpublished works by the authors. The peer review process is conducted anonymously, with reviewers being well-recognised scientists from our scientific board, as well as independent experts.

This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.

1

Irina Ianto

The evolution of Banca Comercială Română (BCR) as a key financial institution in Romania has been marked by strategic acquisitions, technological advancements, and market-driven innovations. This paper analyses BCR's historical development, its banking services, and the application of financial marketing strategies to enhance corporate client engagement. Using SWOT analysis (Kotler & Keller, 2016), the study assesses BCR's banking application and its role in digital transformation. Furthermore, a market study via an online questionnaire (Zeithaml, Bitner & Gremler, 2018) provides insights into customer satisfaction and preferences, which form the basis for BCR's marketing strategies. Findings suggest that BCR's emphasis on digital banking (Grönroos, 2007) and customer retention (Porter, 1985) strengthens its competitive advantage in Romanian financial market.

2

Adriana-Georgiana-Eliana Fekete (Bude)

This study explores the impact of Google services on the marketing strategy of S.C. OPTIROX S.R.L., with a focus on Google Maps and Google Ads. The research highlights the significance of customer reviews, online visibility, and paid advertising in attracting new customers and maintaining brand reputation. By leveraging these tools, OPTIROX has effectively enhanced its digital presence and increased engagement. The study incorporates industry perspectives (Kotler, 1991; McCarthy, 1960; Vernette, 1992) to validate the role of online marketing in business growth.

3

Monica Muntean (Chitescu)

This study aims to evaluate the tourism potential of the Bucovina region through statistical research using a questionnaire-based survey. By analysing responses from 100 tourists, both domestic and international, the study identifies key factors influencing tourism in Bucovina, as well as tourist behaviour and preferences. Findings indicate that tourist attractions (38%) and traditional cuisine (33%) are the main reasons for visiting, while most tourists (60%) were visiting Bucovina for the first time. The study also highlights that social media and personal recommendations are the most effective marketing tools, whereas print media has significantly declined in influence. The analysis of tourist profiles reveals that the typical visitor is aged 24-50, married, and employed without higher education, staying predominantly in hotels or guesthouses. The study concludes that Bucovina has high tourism potential, currently underutilised, requiring greater investment and development to attract more visitors and enhance economic benefits for the region.

4

Bianca-Georgiana Diaconu

Customer relationships are a fundamental aspect of the financial-banking sector due to the competitive nature of the industry. Maintaining existing customers is more cost-effective than acquiring new ones, making customer satisfaction a key priority for financial institutions. This paper examines the importance of banking relationships, factors influencing customer behaviour, and the purchasing decision process of individual customers. The study highlights the role of service quality in building customer trust and explores the psychological, economic, cultural, and social factors affecting financial decision-making. Furthermore, the paper outlines the stages of the consumer purchasing process and their implications for financial marketing strategies.

5

Giulia-Melania Patrașc-Negru

Financial scandals have significantly impacted public trust in financial markets and corporate entities, highlighting deficiencies in corporate governance and internal control systems. This paper examines major financial scandals, including Enron, WorldCom, Lehman Brothers, and Romanian cases such as Caritas and CityInsurance, and their implications for financial transparency and audit practices. The research emphasises the necessity of strengthening financial auditing to prevent fraud, enhance transparency, and restore public confidence. Furthermore, the study explores the correlation between user information needs and key economic-financial indicators, demonstrating how financial information is leveraged by various stakeholders for decision-making. The role of financial audits in ensuring accurate and reliable financial reporting is also analysed in the context of international standards such as ISA 700.

6

Andreea Iuliana Sóos

The evolution of income is a crucial factor in understanding economic growth and social well-being. This study analyses the income dynamics of the Romanian population between 2019 and 2021, highlighting structural and nominal changes. The findings indicate a continuous increase in household and individual income levels, albeit at varying rates across different professional and regional categories. The study also explores the disparities between urban and rural income, as well as differences in income sources such as wages, social benefits, and self-consumption. The data suggest that while monetary income remains the primary source of earnings for most households, its growth has been relatively slow. The research emphasises the impact of economic factors, taxation policies, and regional disparities on wage trends. Additionally, it highlights the challenges faced by lower-income sectors such as agriculture and hospitality. Understanding these trends is essential for policymakers to develop strategies aimed at economic stability and improved living standards.