THE CONNECTIONS BETWEEN BRANDS AND DIFFERENT GENERATIONS

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F18%3A00011193" target="_blank" >RIV/47813059:19520/18:00011193 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

THE CONNECTIONS BETWEEN BRANDS AND DIFFERENT GENERATIONS

Popis výsledku v původním jazyce

The environment of marketing communication is constantly evolving, over the last few decades it has changed enormously. Technology and the Internet are fundamentally changing the way the world is influenced and communicated. The brands and the communication are the link between the company and the customer because the company distinguishes by communication one brand from another. For decades, the brands have been crucial to building consumer relationships that ensure long-term business success. At a time of great consumer scepticism towards brands, along with a decline in the value of traditional media in branding, consumer branding issues are even more important for brand management. Brand identification for consumers refers to the individual sense of consistency with a particular brand. In spite of growing awareness, there is still much to be learned about the role of identifying consumers with the brand as well as its relationship to consumer behaviour. Therefore, the aim of the pap er is to find out, how different generations of consumers apperceive their personal connections and identifications with the brands in the field of Czech market. The questionnaire as the primary research method was used and was distributed in September 2017. 840 respondents were involved to this research. The respondents were heavy social network users and were questioned about their connections between them and the brands.

Název v anglickém jazyce

THE CONNECTIONS BETWEEN BRANDS AND DIFFERENT GENERATIONS

Popis výsledku anglicky

The environment of marketing communication is constantly evolving, over the last few decades it has changed enormously. Technology and the Internet are fundamentally changing the way the world is influenced and communicated. The brands and the communication are the link between the company and the customer because the company distinguishes by communication one brand from another. For decades, the brands have been crucial to building consumer relationships that ensure long-term business success. At a time of great consumer scepticism towards brands, along with a decline in the value of traditional media in branding, consumer branding issues are even more important for brand management. Brand identification for consumers refers to the individual sense of consistency with a particular brand. In spite of growing awareness, there is still much to be learned about the role of identifying consumers with the brand as well as its relationship to consumer behaviour. Therefore, the aim of the pap er is to find out, how different generations of consumers apperceive their personal connections and identifications with the brands in the field of Czech market. The questionnaire as the primary research method was used and was distributed in September 2017. 840 respondents were involved to this research. The respondents were heavy social network users and were questioned about their connections between them and the brands.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of 11th International Scientific Conference KARVINÁ PH.D. CONFERENCE ON BUSINESS AND ECONOMICS

ISBN

978-80-7510-322-2

ISSN

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e-ISSN

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Počet stran výsledku

7

Strana od-do

1-7

Název nakladatele

OPF Karviná

Místo vydání

Karviná

Místo konání akce

Karviná

Datum konání akce

7. 11. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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