Attitude and loyalty to two brands of beer of the same producer

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60461373%3A22340%2F17%3A43915155" target="_blank" >RIV/60461373:22340/17:43915155 - isvavai.cz</a>

Nalezeny alternativní kódy

RIV/60461373:22810/17:43915155

Výsledek na webu

<a href="https://www.degruyter.com/view/j/saeb.2017.64.issue-s1/saeb-2017-0035/saeb-2017-0035.xml" target="_blank" >https://www.degruyter.com/view/j/saeb.2017.64.issue-s1/saeb-2017-0035/saeb-2017-0035.xml</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1515/saeb-2017-0035" target="_blank" >10.1515/saeb-2017-0035</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Attitude and loyalty to two brands of beer of the same producer

Popis výsledku v původním jazyce

The focus of the presented research is attitude and loyalty to two brands of beer produced by the Carlsberg Group - Tuborg and Carlsberg. Both beers are lagers. The Carlsberg Group markets Tuborg as a more premium brand, and it also aims to promote it to women. Unlike in the Netherlands with one brand - Heineken and unlike in the Czech Republic with many well-known brands by a multitude of producers, the Danish case gives a unique opportunity to investigate if customers truly prefer one of two brands or are approximately equally low with regards to both brands as it is produced by the same company and tastes very similarly (if not the same). The survey was conducted in Denmark. Respondents were Danish (not international) university students; such selection was done in order to ensure familiarity of respondents with both brands.

Název v anglickém jazyce

Attitude and loyalty to two brands of beer of the same producer

Popis výsledku anglicky

The focus of the presented research is attitude and loyalty to two brands of beer produced by the Carlsberg Group - Tuborg and Carlsberg. Both beers are lagers. The Carlsberg Group markets Tuborg as a more premium brand, and it also aims to promote it to women. Unlike in the Netherlands with one brand - Heineken and unlike in the Czech Republic with many well-known brands by a multitude of producers, the Danish case gives a unique opportunity to investigate if customers truly prefer one of two brands or are approximately equally low with regards to both brands as it is produced by the same company and tastes very similarly (if not the same). The survey was conducted in Denmark. Respondents were Danish (not international) university students; such selection was done in order to ensure familiarity of respondents with both brands.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název periodika

Scientific Annals of Economics and Business

ISSN

2501-1960

e-ISSN

—

Svazek periodika

64

Číslo periodika v rámci svazku

1

Stát vydavatele periodika

RO - Rumunsko

Počet stran výsledku

13

Strana od-do

57-69

Kód UT WoS článku

—

EID výsledku v databázi Scopus

2-s2.0-85041135944