Brand as a Dominant Factor in Determing the Competitiveness of Firms: Evidence from the Czech Consumer Market

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F10%3A63509620" target="_blank" >RIV/70883521:28120/10:63509620 - isvavai.cz</a>

Výsledek na webu

—

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Brand as a Dominant Factor in Determing the Competitiveness of Firms: Evidence from the Czech Consumer Market

Popis výsledku v původním jazyce

Brands´ can create value for a company especially when they recese positive evaluations from consumers compared to that of other companies. This study analyses the competitiveness of companies with reference to the process of consumer brand search, and the role of brands in consumer decision making. Using the non-probability sampling method, 212 respondents from different age groups were selected and a semi-structured questionnaire was administered. The results of this study does not only add to theory,but it also provides practical, proactive and result oriented analysis that will enable businesses augment their strategies in consumer markets, thus, making branding the pivot around which other marketing activities revolve.

Název v anglickém jazyce

Brand as a Dominant Factor in Determing the Competitiveness of Firms: Evidence from the Czech Consumer Market

Popis výsledku anglicky

Brands´ can create value for a company especially when they recese positive evaluations from consumers compared to that of other companies. This study analyses the competitiveness of companies with reference to the process of consumer brand search, and the role of brands in consumer decision making. Using the non-probability sampling method, 212 respondents from different age groups were selected and a semi-structured questionnaire was administered. The results of this study does not only add to theory,but it also provides practical, proactive and result oriented analysis that will enable businesses augment their strategies in consumer markets, thus, making branding the pivot around which other marketing activities revolve.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

—

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2010

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of the 18th Annual Conference on Marketing and Business Strategies for Central and Eastern Europe

ISBN

978-3-9502045-9-9

ISSN

—

e-ISSN

—

Počet stran výsledku

25

Strana od-do

—

Název nakladatele

Vienna University of Economics and Business

Místo vydání

Vienna

Místo konání akce

Vienna, Austria

Datum konání akce

1. 1. 2010

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—