AN EMPIRICAL ANALYSIS OF “BRAND POPULARITY” ON SECOND-HAND PRODUCTS: A PERSPECTIVE FROM INTERNATIONAL STUDENTS IN THE CZECH REPUBLIC
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F20%3A63526738" target="_blank" >RIV/70883521:28120/20:63526738 - isvavai.cz</a>
Result on the web
<a href="http://hdl.handle.net/10563/45937" target="_blank" >http://hdl.handle.net/10563/45937</a>
DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
AN EMPIRICAL ANALYSIS OF “BRAND POPULARITY” ON SECOND-HAND PRODUCTS: A PERSPECTIVE FROM INTERNATIONAL STUDENTS IN THE CZECH REPUBLIC
Original language description
The swift growth of second-hand market is one of the key indicators for the 21st Century Markets. The consumption or usage of used-goods (i.e. second-hand products) is on the rise among e-commerce and traditional goods markets. The purpose of this study is to ascertain the impact of brand popularity on customer buying decision regarding second-hand products. In other words, this paper sought to answer questions on ‘why’ and ‘how’ customers consider buying a second-hand product despite relatively low prices of these products particularly among university students’ purchase intent and other low-income earners. Using a pilot study, fortyone international students of Tomas Bata University in the Czech Republic took part in the study. With a descriptive analysis and a simple linear regression, there was a significant relationship between brand popularity and the buying of second-hand product among consumers. The practical implication of this research offers a conceptual model to marketers and dealers in the second-hand product retail market on how best they could re-consider their branding strategy to win customers.
Czech name
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Czech description
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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
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
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
DOKBAT 2020 - 16th International Bata Conference for Ph.D. Students and Young Researchers
ISBN
978-80-7454-935-9
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
223-231
Publisher name
Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky
Place of publication
Zlín
Event location
Zlín
Event date
Sep 2, 2020
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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