Store Personality and Behavioral Intentions of Customers: a Comparative Study of Retail Industry in the Czech Republic and Sri Lanka
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43868649" target="_blank" >RIV/70883521:28120/12:43868649 - isvavai.cz</a>
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Store Personality and Behavioral Intentions of Customers: a Comparative Study of Retail Industry in the Czech Republic and Sri Lanka
Popis výsledku v původním jazyce
Brand personality is recognized as a key platform for developing a loyal customer base for service organizations. When it comes to the modern retail sector, self-service supermarkets are highly concerned about branding strategies for attracting customersto their stores. However, the impacts of brand personality of supermarkets can vary in different cross-cultural contexts. Hence, in this study, researchers examined this issue by selecting two samples: from Sri Lanka and from the Czech Republic, with the purpose of comparing the impact of brand personality on customer behavioral intentions in two different cultural contexts. For the first sample, 150 regular shoppers were randomly selected in Colombo (Sri Lanka), and data was collected from a researcher administrated questionnaire. The second sample was drawn from Zlin, (the Czech Republic) where data was collected from 120 customers via using a self-administrated questionnaire. Principle component analysis and multiple regressions wer
Název v anglickém jazyce
Store Personality and Behavioral Intentions of Customers: a Comparative Study of Retail Industry in the Czech Republic and Sri Lanka
Popis výsledku anglicky
Brand personality is recognized as a key platform for developing a loyal customer base for service organizations. When it comes to the modern retail sector, self-service supermarkets are highly concerned about branding strategies for attracting customersto their stores. However, the impacts of brand personality of supermarkets can vary in different cross-cultural contexts. Hence, in this study, researchers examined this issue by selecting two samples: from Sri Lanka and from the Czech Republic, with the purpose of comparing the impact of brand personality on customer behavioral intentions in two different cultural contexts. For the first sample, 150 regular shoppers were randomly selected in Colombo (Sri Lanka), and data was collected from a researcher administrated questionnaire. The second sample was drawn from Zlin, (the Czech Republic) where data was collected from 120 customers via using a self-administrated questionnaire. Principle component analysis and multiple regressions wer
Klasifikace
Druh
J<sub>x</sub> - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)
CEP obor
AE - Řízení, správa a administrativa
OECD FORD obor
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Návaznosti výsledku
Projekt
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Návaznosti
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Ostatní
Rok uplatnění
2012
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název periodika
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
ISSN
1211-8516
e-ISSN
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Svazek periodika
60
Číslo periodika v rámci svazku
7
Stát vydavatele periodika
CZ - Česká republika
Počet stran výsledku
8
Strana od-do
477-484
Kód UT WoS článku
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EID výsledku v databázi Scopus
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