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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

  • Czech description

Classification

  • Type

    J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database

  • CEP classification

  • OECD FORD branch

    50204 - Business and management

Result continuities

  • Project

  • 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

  • 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

  • EID of the result in the Scopus database

    2-s2.0-85126042827