Generation X and Y and their view on the brand extension into new segments

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F22%3A00009872" target="_blank" >RIV/46747885:24310/22:00009872 - isvavai.cz</a>

Výsledek na webu

<a href="http://emijournal.cz/wp-content/uploads/2022/05/Generation-X-and-Y-and-Their-View-on-the-Brand-Extension-into-New-Segments-.pdf" target="_blank" >http://emijournal.cz/wp-content/uploads/2022/05/Generation-X-and-Y-and-Their-View-on-the-Brand-Extension-into-New-Segments-.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Generation X and Y and their view on the brand extension into new segments

Popis výsledku v původním jazyce

This paper is focused on associations associated with brand extension. The primary objective of the research was to determine which associations people form when a brand extends into a different segment and if there are differences in these associations between Generations X and Y. Six research questions were formulated. Participants in the research included academics from a number of European countries (Generation X) and Erasmus programme students (Generation Y). Data was collected using a questionnaire containing open questions, and the results were analysed using content analysis. The results show different associations formed with respect to the original brands. Generation X rated the brands as overpriced and Generation Y as high quality. Generation X had a more negative opinion of brand extension and often evaluated the new products as having inferior quality. Generation Y believed in the companies and that they would manage to produce new products.

Název v anglickém jazyce

Generation X and Y and their view on the brand extension into new segments

Popis výsledku anglicky

This paper is focused on associations associated with brand extension. The primary objective of the research was to determine which associations people form when a brand extends into a different segment and if there are differences in these associations between Generations X and Y. Six research questions were formulated. Participants in the research included academics from a number of European countries (Generation X) and Erasmus programme students (Generation Y). Data was collected using a questionnaire containing open questions, and the results were analysed using content analysis. The results show different associations formed with respect to the original brands. Generation X rated the brands as overpriced and Generation Y as high quality. Generation X had a more negative opinion of brand extension and often evaluated the new products as having inferior quality. Generation Y believed in the companies and that they would manage to produce new products.

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Ekonomika management inovace

ISSN

1804-1299

e-ISSN

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Svazek periodika

14

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

11

Strana od-do

21-32

Kód UT WoS článku

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EID výsledku v databázi Scopus

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