Consumer Perception of Regional Brands in Czechia in 2021
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F22%3AA0000306" target="_blank" >RIV/47813059:19520/22:A0000306 - isvavai.cz</a>
Result on the web
<a href="https://editorial.upce.cz/1804-8048/30/1/1359" target="_blank" >https://editorial.upce.cz/1804-8048/30/1/1359</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.46585/sp30011359" target="_blank" >10.46585/sp30011359</a>
Alternative languages
Result language
angličtina
Original language name
Consumer Perception of Regional Brands in Czechia in 2021
Original language description
The Covid-19 pandemic in 2020 and 2021 changed consumer purchasing behaviour and brand perception. Regional brands were denied their traditional availability and communication channels due to lockdowns. This poses a question whether regional brands are even relevant for consumers and companies in 2021? The aim of the article is thus to find out what the consumer regional brand awareness is, what are perceived regional brand characteristics/benefits, and what are regional brand customers characteristics. The sample used is 1050 respondents from the Czech Republic, gathered by Ipsos. The method used is online survey. The results are compared, where available, with results from 2014 and 2018 to illustrate the trends. Three research questions were formulated based on the three parts of article aim. Main findings include: the regional brand awareness is rising over the researched period to 73 % prompted awareness; main characteristics include region support, traditional production, high quality, and uniqueness; most favourable customer segments are age groups 46-55 and 56-65, with secondary and tertiary education, and income of 30 000 CZK and more.
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
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
Scientific Papers of the University of Pardubice - Series D
ISSN
1804-8048
e-ISSN
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Volume of the periodical
30
Issue of the periodical within the volume
1
Country of publishing house
CZ - CZECH REPUBLIC
Number of pages
12
Pages from-to
1-12
UT code for WoS article
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EID of the result in the Scopus database
2-s2.0-85126042827