Appealing to Romanian Consumers During Christmas Campaigns by Means of Religious and Traditional Aspects

The relevance of local blueprints explains very well the consumer's needs and the way s/he is represented in Christmas campaigns. Global and local brands adopt the same strategy to attain consumer insight and secure loyalty. The purpose of the paper is to present consumer views on winter campaigns, considering that Romania is a traditional society, based on a solid religious background. Specific market characteristics, Christmas symbols and the relationship between global and local (glocalization) have become relevant means to appeal to Romanians who are equally fascinated by Santa Claus and local traditions.