Consumer Behaviour and Branding: Perspectives from the Fast Food Industry in Different Markets

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F13%3A43871233" target="_blank" >RIV/70883521:28120/13:43871233 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Consumer Behaviour and Branding: Perspectives from the Fast Food Industry in Different Markets
Original language description
The book focuses on the issues in consumer behaviour in different cultures and its impact on brand strategy development of firms in the global fast food industry. The book contains extensive empirical literature on cross cultural brand management, crosscultural consumer behaviour, fast food marketing, fast food franchising, marketing mix, monopolistic market structures, cultural orientations, mass customization and mass production. The book explores different branding strategies used by fast food enterprises in the Czech Republic and Ghana and examines the behaviour of consumers towards fast food brands and outlets in the two countries. Using empirical scientific analysis, it brings out new knowledge to the concept of cross cultural consumer behaviorand marketing. It describes the problem associated with consumer behaviour and brings out the relevant variables for the development of branding strategies of firms for the purposes of internationalization, expansions and operations in di
Czech name
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Czech description
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Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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