Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F17%3A00001131" target="_blank" >RIV/75081431:_____/17:00001131 - isvavai.cz</a>
Alternative codes found
RIV/70883521:28130/17:63517327
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Clustering Czech Consumers According to Their Spontaneous Awareness of Foreign Brands
Original language description
Brand awareness is not only a key strategic asset of organizations but it also an inevitable part of the sustainable competitive advantage. This paper presents partial research results dealing with brand awareness of Czech respondents. The research was carried out in the Czech Republic in 2015 and the research sample consisted of 1182 respondents who were encouraged to name foreign brands spontaneously without helping them with product categories or countries. The findings introduced in this paper show the top ten international, global brands recalled by consumers divided into three clusters. Brands, which were recalled frequently, belong to the sectors of sportswear, technology, beverages, food, footwear, and skin care. The obtained research results can help organizations better understand the buying behavior of Czech consumers.
Czech name
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Czech description
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Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Education Excellence and Innovation Managemenet through Vision 2020: From Regional Development Sustainability to Global Economic Growth
ISBN
9780986041976
ISSN
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e-ISSN
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Number of pages
12
Pages from-to
1719-1730
Publisher name
International Business Information Management Association (IBIMA)
Place of publication
Vienna, Austria
Event location
Vienna
Event date
May 3, 2017
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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