Influence of technology on regional brands in Czechia
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F19%3AA0000085" target="_blank" >RIV/47813059:19520/19:A0000085 - isvavai.cz</a>
Result on the web
<a href="https://content.sciendo.com/view/journals/emj/11/4/article-p92.xml?tab_body=Article" target="_blank" >https://content.sciendo.com/view/journals/emj/11/4/article-p92.xml?tab_body=Article</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.2478/emj-2019-0036" target="_blank" >10.2478/emj-2019-0036</a>
Alternative languages
Result language
angličtina
Original language name
Influence of technology on regional brands in Czechia
Original language description
Purpose. The aim of this article is to examine the effects of new technology on the purchase of regional brands in Czechia and draw conclusions that will help the brands adapt to their customers’ needs. Regional brands are a specialty in the Central Europe, consumers are fed up with global low quality retail products. These traditional local handmade products are heavily influenced by new technology and customers requiring them to be purchasable online with massive online presence. Methodology. The sample consists of 1050 Czechs and the data were gathered by professional marketing agency Ipsos through questionnaire survey. The sample is tested using one-way Chi square test of good compliance to test basic sample characteristics, followed with one sample Kolmogorov-Smirnov test to test the data distribution, and then the dependencies are tested with Kruskal-Wallis test. Finally, a post-hoc test suitable for the type of analysis can be chosen to better understand which group of factors is influencing the results and how. Results. The main findings include slow change in the demand as customers are neutral about regional brands available through online shops, require them to have quality website and are neutral about social media. Practical implications. Solutions are proposed through government run brand with a platform providing web layouts and hybrid e-shop. Also proposed is what type of content and how should be done based on segmentation criteria from the research.
Czech name
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Czech description
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Classification
Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Engineering Management in Production and Services
ISSN
2543-912X
e-ISSN
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Volume of the periodical
11
Issue of the periodical within the volume
4
Country of publishing house
PL - POLAND
Number of pages
117
Pages from-to
92-102
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85078349067