POSITIONING OF THE KRUŠNOHOŘÍ REGIONÁLNÍ PRODUKT BRAND BY CUSTOMER´S PERSPECTIVE
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F20%3A84695" target="_blank" >RIV/60460709:41110/20:84695 - isvavai.cz</a>
Result on the web
<a href="https://konference.vspj.cz/konference/61/196" target="_blank" >https://konference.vspj.cz/konference/61/196</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
čeština
Original language name
POSITIONING OF THE KRUŠNOHOŘÍ REGIONÁLNÍ PRODUKT BRAND BY CUSTOMER´S PERSPECTIVE
Original language description
The article is focused on the issue of marking the origin of local products from the perspective of regional and micro regional labelling. This labelling is especially for small companies proving one of the effective forms of marketing communication with the region s inhabitants and consumers. The results show that regional labelling systems, which do not have sufficient funds for marketing activities, show a very low level of brand recognition as a basic attribute of value of the brand building. Furthermore, the results show that the recognition of the brand depends on the level of education and respondents with highest level of education (university degree) recognize the chosen regional brand significantly more than the respondents with lower level of education.
Czech name
POSITIONING OF THE KRUŠNOHOŘÍ REGIONÁLNÍ PRODUKT BRAND BY CUSTOMER´S PERSPECTIVE
Czech description
The article is focused on the issue of marking the origin of local products from the perspective of regional and micro regional labelling. This labelling is especially for small companies proving one of the effective forms of marketing communication with the region s inhabitants and consumers. The results show that regional labelling systems, which do not have sufficient funds for marketing activities, show a very low level of brand recognition as a basic attribute of value of the brand building. Furthermore, the results show that the recognition of the brand depends on the level of education and respondents with highest level of education (university degree) recognize the chosen regional brand significantly more than the respondents with lower level of education.
Classification
Type
D - Article in proceedings
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
2020
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 12th Annual International Scientific Conference COMPETITION
ISBN
978-80-88064-52-7
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
369-376
Publisher name
Computer Media, s.r.o.
Place of publication
Jihlava
Event location
Jihlava
Event date
Nov 19, 2020
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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