Brand Awareness of Mobile Phones Perceived by Generation Y in the European Context.
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989100%3A27510%2F16%3A86098361" target="_blank" >RIV/61989100:27510/16:86098361 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Brand Awareness of Mobile Phones Perceived by Generation Y in the European Context.
Original language description
The paper examines the perception of key global brands on mobile phone market. Brand awareness of mobile phones is judged through brand spontaneous knowledge, brand attitude and brand ownership. The study is based on primary quantitative research which focuses on members of generation Y represented by university students. Czech students and European students of ERASMUS + program were target groups of this survey. The results reveal strong position of Apple brand and weak perception of Chinese brands among European students in comparison with Czech students. The findings also illustrate the relationship between brand knowledge and adoption categories of brand innovations.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
<a href="/en/project/EE2.3.20.0296" target="_blank" >EE2.3.20.0296: Research team for modelling of economic and financial processes at VSB-TU Ostrava</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>S - Specificky vyzkum na vysokych skolach
Others
Publication year
2016
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 3rd International Conference on European Integration 2016 : ICEI 2016 : [Part 1-2] : May 19-20, 2016, Ostrava, Czech Republic
ISBN
978-80-248-3911-0
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
883-890
Publisher name
VŠB - Technická univerzita Ostrava
Place of publication
Ostrava
Event location
Ostrava
Event date
May 19, 2016
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000387986300099