Use of country of origin effect as a tool for strategic branding
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26968631%3A_____%2F13%3A%230000051" target="_blank" >RIV/26968631:_____/13:#0000051 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—
Alternative languages
Result language
čeština
Original language name
Využití efektu země původu jako nástroje pro strategické budování značky
Original language description
The presented paper deals with the use of country of origin effect and consumer ethnocentrism in strategic brand building. The company chosen for this article was the Czech company Kofola a.s. which uses country of origin effect in branding and in promoting activities. Company faced up to significant changes in political and economical development which more or less influenced heading of brand Kofola and helped to create unchangeable brand on the cola-drink market in the czech and Slovak Republic.
Czech name
Využití efektu země původu jako nástroje pro strategické budování značky
Czech description
The presented paper deals with the use of country of origin effect and consumer ethnocentrism in strategic brand building. The company chosen for this article was the Czech company Kofola a.s. which uses country of origin effect in branding and in promoting activities. Company faced up to significant changes in political and economical development which more or less influenced heading of brand Kofola and helped to create unchangeable brand on the cola-drink market in the czech and Slovak Republic.
Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
—
Result continuities
Project
—
Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Sborník příspěvků Mezinárodní Masarykovy konference pro doktorandy a mladé vědecké pracovníky 2013
ISBN
978-80-87952-00-9
ISSN
—
e-ISSN
—
Number of pages
5
Pages from-to
546-550
Publisher name
MAGNANIMITAS
Place of publication
Hradec Králové, ČR
Event location
Hradec Králové, ČR
Event date
Jan 1, 2013
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
—