Andreea I. Bujac

• Doctor of Philosophy in Consumer Behavior
• Professor (Associate) at University of Southern Denmark

Based on the trust/commitment theory and the customer-based brand equity theory, this study aims to ascertain which of the brand equity drivers of A. Le Coq beer have an impact on attachment and its overall brand equity in the Estonian brewery market. In order to achieve this goal, an empirical study was conducted based on the 17 customer-based/con...

Green products result from innovations aimed at designing products that cause less environmental harm, but they often come at a higher cost or are perceived as less effective. Therefore, there is a need to highlight the consumption values that trigger green product purchases. In our study, we conceptualize consumer values, including social, conditi...

The Emerald Handbook of Authentic Leadership is a ground-breaking interdisciplinary collection, opening the black box of leadership authenticity to advance understanding of theory and practice. It presents a wide-ranging, diverse source of new concepts, theories, insights, applications to advance thinking and practice in leadership and leadership a...

This chapter proposes authentic leadership as a generic competence and an integral part of doctoral education regardless of field of study. The authors explore its potential to enhance the development of doctoral candidates and academics and search for answers to the questions: Can and should authentic leadership be developed as a generic competenc...

This report summarises all activities related to the development and implementation of the PhD course in ‘Authentic Leadership’. This course was part of the project Intellectual Output 1 (IO1) that had the objective to enhance the quality of doctoral entrepreneurial training, skills and competences and employability in and outside academia. The PhD...

This report summarises all activities related to the development and implementation of the PhD Supervisor Training course in ‘Authentic Leadership’. This course was part of the project Intellectual Output 2 (IO2) that had the objective to enhance the quality, relevance and professionalism of doctoral supervision and supervision training. The PhD Su...

The study aims at theoretically developing and empirically testing a model for how exporting is embedded in international networking around the entrepreneur and co-marketing alliances. The sample consists of 58,161 entrepreneurs in 76 countries, which have been surveyed through the Global Entrepreneurship Monitor. The analysis of the data is done t...

This chapter reports the results of an exploratory qualitative investigation into buying behaviors and growth challenges within the solar energy industry in Ghana. It is premised on the understanding that African firms may experience “liabilities of localness” when marketing renewable energy products developed in the West. That is, customers doubt...

This chapter examines the impact of consumer ethnocentrism and country of origin of a low involvement product on consumer brand perception and purchase behavior in a transitional market setting of Central and Eastern Europe. Data were collected from 317 respondents from an urban population in three large cities in Romania. The results show that cou...

This chapter reports the results of an exploratory qualitative investigation into buying behaviors and growth challenges within the solar energy industry in Ghana. It is premised on the understanding that African firms may experience “liabilities of localness” when marketing renewable energy products developed in the West. That is, customers doubt...

Recent economic growth trends in Africa have raised awareness among businesses about the attractiveness of Sub-Sahara Africa’s market potential. There is therefore an increasing academic interest in understanding the attitudes, preferences and behavior of African consumers. This chapter reviews some of the influential academic studies conducted in...