Brand as a Dominant Factor in Determing the Competitiveness of Firms: Evidence from the Czech Consumer Market

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F10%3A63509620" target="_blank" >RIV/70883521:28120/10:63509620 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
Brand as a Dominant Factor in Determing the Competitiveness of Firms: Evidence from the Czech Consumer Market
Original language description
Brands´ can create value for a company especially when they recese positive evaluations from consumers compared to that of other companies. This study analyses the competitiveness of companies with reference to the process of consumer brand search, and the role of brands in consumer decision making. Using the non-probability sampling method, 212 respondents from different age groups were selected and a semi-structured questionnaire was administered. The results of this study does not only add to theory,but it also provides practical, proactive and result oriented analysis that will enable businesses augment their strategies in consumer markets, thus, making branding the pivot around which other marketing activities revolve.
Czech name
—
Czech description
—

Publication year
2010
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 18th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe
ISBN
978-3-9502045-9-9
ISSN
—
e-ISSN
—
Number of pages
25
Pages from-to
—
Publisher name
Vienna University of Economics and Business
Place of publication
Vienna
Event location
Vienna, Austria
Event date
Jan 1, 2010
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
—

Similar results(10)